Adobe has concluded a global media review that began last year, consolidating its assignment with Wavemaker and Publicis Media.

GroupM’s Wavemaker already held media duties for brand-related initiatives in Canada, the U.S. and Latin America, business the agency will continue to handle in its expanded purview, which covers the software company’s full-funnel media efforts.

Publicis, meanwhile, will take on media duties for Adobe’s international markets, which includes EMEA, APAC and Japan.

To lead the work, the two holding companies will create and co-lead a “global centre of excellence,” with the goal of having their own regional teams aligned on a global, overarching strategy.

According to the RFP letter issued by Adobe, the company had previously worked with 17 different agencies in different regions and on different segments of its media, and was looking to simplify its relationships in order to better deliver on a new global marketing approach. Adobe’s internal team worked with MediaLink to conduct the review.