White Claw parent company Mark Anthony Brands International has appointed Omnicom Media agency UM as its global media agency of record following a competitive global agency review.
Under the new partnership, UM will be responsible for global media strategy, planning and buying, analytics and measurement, growth frameworks, cross-market governance and global-to-local coordination across the company’s international business.
Building on UM’s existing relationship with Mark Anthony in Australia and Canada, the expanded remit now includes the United States and the United Kingdom, covering the company’s portfolio of category-leading RTD brands.
Aside from White Claw, Mark Anthony is the parent of Mike’s Hard Lemonade and Cayman Jack.
The review, managed by MediaSense, began in March and included participation from holding companies and independent agencies.
Mark Anthony selected UM based on the agency’s strategic media vision, measurement capabilities, commercial stewardship, scalable global buying model, and ability to build culturally relevant, social-first communications.
“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 Mark Anthony Brands International chief marketing and innovation officer Sam Reader.
“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.”
“Mark Anthony has built its culturally influential portfolio by consistently challenging convention and staying close to changing consumer behavior,” said UM global brand president Susan Kingston Brown.
“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 is effective immediately.
