Red Bull moves valuable media account to Mindshare

Charlie Spargo's picture
by Charlie Spargo
Red Bull

Energy drink manufacturer Red Bull, known also for its high-profile lifestyle branding and sponsorship, has moved its UK media buying and planning from AMS to Mindshare.

The account, thought to be worth in the region of £7 million, had been with independently owned AMS since 1996.

The drinks company decided on a shake-up of media in North America in Summer 2018, and started a comprehensive review of its UK account holders in December. Mindshare, owned by GroupM, originally pitched for the US account, but this was won by Starcom.

Starcom will now be responsible for planning, buying, search, social and programmatic duties on behalf of Red Bull. This work was previously undertaken by Carat.

Red Bull has interests across a wide range of sectors - with ownerships of two F1 teams and five football clubs, televised competitions of extreme sports, and its own record label. It also runs an online media operation aimed at a diverse readership.