Barbie doll might have a new media planning&buying agency

Cristina Blanaru Marketing, Media

Mattel is reviewing its pan-european media planning & buying, with a value of 50M British pounds.

Mattel met with more agencies, sent a brief and already has a shortlist.

For now, Mattel’s media account is handled by MindShare on most European markets, except Eastern Europe. The creative account is handled by Ogilvy & Mather.