Disney has outsourced the responsibility for purchasing and scheduling media for the Hulu streaming service to Publicis & # 39; Disney-dedicated Publicis Imagine in the United States. The media duties were transferred to Publicis Imagine without review, sources familiar with the matter told Adweek.
Publicis will be returned to the customer for comment. Hulu has yet to answer. (We'll update when the streaming service makes a statement.)
The holding company created the Publicis Imagine unit under the direction of media agency Zenith during Disney's 2019 global media review. That review ended with the entertainment giant transferring most of the media ownership to Omnicom and Publicis. Disney + was one of the properties that Publicis Imagine was hired to buy and schedule media for. The appointment came just before the streaming service started.
With this move, Publicis is gaining another piece of the puzzle towards 2021 as Disney's streaming push moves forward at full speed. It also follows that Disney appoints veteran 14-year-old Kareem Daniels to head its media and entertainment division as part of a major restructuring with streaming at the center.
In 2019, Hulu worked with UM Los Angeles and CNN's Courageous Branded Content Studio on a campaign promoting the third season of The Handmaid & # 39; s Title, which was recently recognized in the Adweek Media Plan of the Year Awards.
According to global data consultancy COMvergence, Hulu spent an estimated $ 174 million on media from July 2019 to June 2020. $ 113 million was spent on traditional channels and $ 61 million on digital channels.
The move follows Visa, which Publicis and Wieden + Kennedy names as its creative agencies.