UM Named Agency of Record for Armor All

Energizer Expands Media Duties with UM Across North America

UM, the global marketing and media agency network of IPG Mediabrands, announced it has been named media Agency of Record in the US for Armor All, the nation’s #1 brand for automotive appearance products within Energizer Holdings‘ growing portfolio of brands. UM was awarded Energizer’s North America media planning and buying duties in February 2019 following a review. In addition to Armor All, Energizer has also appointed media duties to UM for its battery and lights brand, Rayovac.

Under its expanded scope, UM will take on all strategy, planning, buying, research, and data and analytics media duties for both Armor All and Rayovac. Financial details were not disclosed.

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“We are thrilled to build on the incredible partnership we have with the Energizer team,” said Lynn Lewis, US CEO, UM. “I am so proud of the work we’ve done together this year and look forward to bringing better innovation and outcomes to its powerful family of brands.”

“Our growing relationship with UM is testament to the meaningful work they’ve delivered for our brand in a short period of time,” said Lori Shambo, Global Chief Marketing Officer, Energizer Holdings. “I’m confident that the team will continue to move our business forward through their unique ability to pair data-fueled media planning and buying with creative excellence.”

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Energizer Holdings acquired industry-leading Armor All in early 2019, with a commitment to invest in and grow the brand. This latest partnership with UM is further proof of that commitment.

Armor All and Rayovac join several brands that have appointed UM media agency of record in North America in the last six months, including CVS Health-Aetna, Levi Strauss & Co. and Avanade.

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