UM lands global Mark Anthony Brands media account

Mark Anthony Brands International has appointed UM as its global media agency of record following a competitive global review, expanding the Omnicom agency's remit to include the US and UK alongside its existing work in Australia and Canada.

Under the agreement, UM will lead global media strategy, planning, and buying; analytics and measurement; growth frameworks; cross-market governance; and global-to-local coordination across the beverage company's international operations. 

The review, managed by MediaSense, began in March and included both holding companies and independent agencies.

The expanded partnership covers Mark Anthony Brands International's portfolio of ready-to-drink brands, including White Claw, Mike's Hard Lemonade, Cayman Jack and MXD.

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Global growth drives agency expansion

Sam Reader, Chief Marketing and Innovation Officer at Mark Anthony Brands International, said the company was looking for a partner capable of supporting its next phase of international growth.

"As our portfolio continues to grow globally, we were looking for a media partner that could bring strategic consistency across markets while helping our brands connect with consumers through culture locally. UM demonstrated a clear understanding of the evolving RTD landscape, as well as the strategic leadership, measurement capabilities and global scale needed to support the next phase of growth for our portfolio," said Reader.

He also thanked incumbent agency, Haworth.

"We are incredibly grateful to Haworth for their strong partnership and the impact they’ve had on our growth journey. With our strategy increasingly requiring global scale, we are moving to a model that better matches those evolving needs."

UM builds on existing relationship

Susan Kingston Brown, Global Brand President at UM, said the agency's approach aligned with Mark Anthony's growth ambitions.

"Mark Anthony has built its culturally influential portfolio by consistently challenging convention and staying close to changing consumer behavior," said Susan Kingston Brown, Global Brand President, UM.

"That mindset aligns closely with UM's Full Color Media approach, which helps brands grow through a deeper understanding of people, culture and connection. We're excited to partner with the team as they continue expanding some of the world's most dynamic beverage brands."

The partnership takes effect immediately. Mark Anthony Brands International, founded in 1972, is best known for building the White Claw hard seltzer brand and continues to expand its global ready-to-drink beverage portfolio.