NBC Entertainment Awards Media Business to Publicis’ Spark Foundry

Publicis Media’s Spark Foundry has won media planning and buying duties for the Entertainment division of NBC, according to multiple parties with direct knowledge of the matter.This decision follows a competitive review. Earlier this year, the media conglomerate issued an RFP for the account, which encompasses campaigns promoting NBC’s prime-time programming lineup. According to one party, the business that changed hands with this decision amounts to a minority of the company’s total portfolio, and NBC may be taking an unspecified portion of the work in-house. Adweek’s sources also confirmed that the incumbent, WPP’s Essence, defended as part of a GroupM network team. Spokespeople for that agency and Spark Foundry deferred to the client. Parent company NBCUniversal and GroupM did not immediately respond to requests for comment.Essence will continue to manage the majority of NBCUniversal’s ad buying business, including its cable, digital, film, ad sales and owned stations divisions.This move marks an expansion of Publicis Groupe’s relationship with NBCUniversal owner Comcast, which acquired a majority stake in the broadcast giant from GE in late 2009, several months after shifting all regional accounts to Mediavest without a review.