Nickelodeon Shifts Its $10 Million Media Business

Cable network hires Spark after a review

SpongeBob SquarePants is a top show on Nickelodeon, which now has a new media agency.

Nickelodeon’s media account has found a new home.

The business is shifting to Spark after a review, according to sources. The cable network, a unit of media giant Viacom, spends nearly $10 million in media annually.

Three other agencies, including PHD and Media Storm, competed for the account, according to sources.

The assignment includes planning and buying in both traditional and digital media. Nickelodeon programs include SpongeBob SquarePants, iCarly, Big Time Rush, Fairly Odd Parents, Dora the Explorer, and Sanjay and Craig.

Goodby, Silverstein & Partners previously handled the business. Goodby also created ads for the brand, but those responsibilities ended in October. The Omnicom Group shop, which declined to comment, had worked on Nickelodeon since 2010.

Spark, a unit of Publicis Groupe’s Starcom MediaVest Group, referred calls to the New York-based network, which could not immediately be reached. But sources said Nickelodeon told contenders of its decision.


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