Mediabrands was chosen following a competitive pitch that was led out of Germany. It is understood that its incumbent is one of Publicis media agencies.
The appointment will see the agency network handling media buying, planning and strategy, and possibly digital, across 100 countries. In Asia-Pacific, that includes Hong Kong, Singapore, Malaysia, Indonesia, Australia and Japan.
Whether the account will be handled by Initiative or UM will be decided on a case by case basis in each market.
Mediabrands declined to comment on the appointment.
