IPG’s Lodestar UM has secured the integrated global media mandate for Amazon Music, marking a pivotal development in the evolving global media landscape. The move comes just one day after Omnicom officially finalized its acquisition of IPG, signaling strategic alignment and continuity amid industry consolidation. The account is estimated to be valued at over ₹100 crore, reflecting the scale and importance of Amazon Music’s global presence and marketing ambitions.
Notably, this change applies specifically to Amazon Music and not the broader Amazon brand portfolio in India, where WPP continues to manage the overall advertising mandate. WPP has been a long-standing partner for Amazon across markets, playing a central role in maintaining brand visibility and communications strategy.
This transition follows Amazon’s major restructuring decision in September 2024, when the company reassigned global media responsibilities to WPP and Omnicom after a comprehensive six-month review. Under that arrangement, Omnicom Media Group (OMG) was tasked with managing the Americas, while WPP assumed responsibility for the EMEA and APAC regions.
Shifting Amazon Music’s mandate to Lodestar UM now points to a more specialised approach within the entertainment and streaming vertical. As digital audio consumption continues to grow and competition intensifies, the shift underscores the need for dedicated media strategies tailored to category behaviour, audience patterns, and platform engagement.
With this move, Amazon Music positions itself for a refreshed, cohesive, and globally scalable marketing direction-one that aligns with emerging media priorities and the rapidly changing attention economy.
