Ecco kicks off a global media review

Aug 13
2 min read

Updated: 4 days ago

Ecco has launched a global media review with adviser support, the latest blue-chip brand to put its media into pitch during a year in which holding companies have already banked billions in new business.

Another global brand goes to pitch

Danish footwear brand Ecco has kicked off a review of its global media account, working with a pitch adviser. It joins a steady stream of international brands putting media into contention in 2026.

The timing is telling. Campaign has reported that holding companies have already secured billions of dollars in pitch wins across 2026 — a sign that consolidation and review activity is running hot after a quieter couple of years.

Why brands are reviewing media now

Media has become far more complex — retail media, connected TV, AI-driven buying and fragmented measurement all raise the stakes on getting the plan right. A review is how big advertisers reset planning, buying terms and, above all, transparency.

Our read at Marketing Minute: the best reviews are not primarily about chasing a cheaper rate. They are about upgrading measurement, data ownership and accountability — the things that quietly determine whether media money actually works.

How to run a review that pays off

For any advertiser, the value of a pitch is in the questions you ask: how is performance verified, who owns the data, and how transparent is the buying? Those answers matter more than the promised discount.

A well-run review sets a partnership up for years. A badly-run one just swaps logos and resets the learning curve. Ecco's move is a reminder to treat media as strategic infrastructure, not a commodity to be re-tendered on price.

Quick FAQ

What has Ecco announced?

Ecco has launched a review of its global media account with support from a pitch adviser, joining a wave of international brands re-pitching media in 2026.

Why are so many brands reviewing media in 2026?

Growing complexity — retail media, connected TV, AI buying and fragmented measurement — is pushing advertisers to reset planning, buying terms and transparency. Holding companies have already won billions in pitches this year.

What makes a media review successful?

The best reviews prioritise measurement, data ownership and transparency over headline discounts, setting up a partnership that delivers for years rather than simply swapping agency logos.