Shawn Lim
Jan 25, 2024

Netflix media agency review underway for Southeast Asia

Exclusive: Media agencies in Southeast Asia have up to January 29 to submit their proposal to be Netflix's next media agency.

Photo: Getty Images.
Photo: Getty Images.

Netflix has called for a media agency review in Southeast Asia (SEA), Campaign has learned.

The incumbent media agency is UM, whose parent company Interpublic Group defeated Wavemaker in the UK in 2023 to win the account—now handled handled by IPG’s Mediahub.

Campaign understands that Netflix has sent the request for proposal to media agencies, and the deadline is January 29, 2024.

According to sources familiar with the process, Wavemaker still works with Netflix in SEA in specific capacities, together with UM. Another IPG agency, RGA, is also Netflix's creative agency of record for the region, in accordance with Campaign's Advertising Intelligence data.

UM declined to comment when reached by Campaign, and Wavemaker did not respond to queries. It is unclear if both agencies will defend the account.

Netflix recently surpassed 23 million global monthly users for its ad-supported tier—up from 15 million users two months ago. However, ad revenue remains a small part of Netflix’s business, with the majority still attributed to subscriptions. 

The streaming platform continues to see strong subscriber growth in Europe, the Middle East, and Africa, where it's added 5 million members, followed by 2.9 million in APAC, 2.8 million in the US and Canada and 2.4 million in Latin America in 2023. 

Earlier this week, Netflix announced a 10-year deal with the WWE to air the weekly wrestling show Raw starting January 2025. As part of the USD$5 billion agreement, Netflix will also own the rights to stream WWE’s other shows and specials outside the US.

Source:
Campaign Asia

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

1 day ago

Coachella: The California music festival-turned ...

Reflecting on memory-making brand moments from 818 Tequila, Neutrogena, Pinterest and more as we head into Coachella weekend two.

1 day ago

Clicks, consent, and conscience: Marketing to the ...

With livestream restrictions and content filters rising, marketers are rethinking their strategies about connecting with the youth, while keeping trust and ethics front and center.

1 day ago

Bats, reels, and buys: The new IPL media mix

From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.

1 day ago

Omnicom Media Group consolidates influencer ...

Creo to operate influencer capabilities across 40-plus markets select markets, while select markets like the UK will operate as OMGCreo.