Klarna has appointed MediaCom as its global retained media agency of record, following a competitive pitch.
The contract began on 1 February and MediaCom now executes media buying and planning for the buy now pay later (BNPL) firms key markets, including the UK, Spain, Italy, and France.
However, the agency does not include North America, as Havas Media Group won the account last December.
READ MORE: Klarna wants to ditch BNPL association
Previous media agencies for the Klarna account varied by market, but Bountiful Cow won the retained account in the UK in June last year, with £5m in billings.
“With this future-facing digital brand undergoing such fast expansion, I have no doubt our expertise and experience across the network will help them see the bigger picture to drive transformation and further growth,” MediaCom global account director James Marples said.
Klarna global lead business-to-consumer regional marketing Magnus Lindholm added: “In the exponential growth Klarna as a business is in, we were looking for a partner with the structure, people, tools, and capabilities to support our continued acceleration across new and existing markets.”
“We are happy that MediaCom has stepped up to this challenge and look forward to a strong partnership.”
ID Comms supported Klarna on the review.
