Assembly is the new agency that plans and buys media for the American Legacy Foundation, whose media spending totals $50 million annually.
The assignment includes both traditional and digital media responsibilities. Assembly, a unit of MDC Partners, inherited the account from WPP Group's MediaCom, which had worked with American Legacy for less than a year.
The shift came without a review. TargetCast, one of the MDC agencies that combined to create Assembly last year, had previously pitched American Legacy. With the hiring of Assembly, American Legacy has bundled most of its business at MDC agencies. MDC's 72andSunny won the foundation's creative account a year ago, replacing long-time agency Arnold.
In a statement, American Legacy chief marketing officer Eric Ashe described Assembly as "a tremendous asset during our recent [Grammy Awards] launch of Left Swipe Dat." With the rise of dating apps, the term "left swipe" has become part of youth vernacular to describe something as unattractive. The effort uses Internet personalities like Becky G. and Fifth Harmony to rap and call attention to the impact smoking photos have on social media users.
"The media drove the ability to share 'Left Swipe Dat' more quickly," said Assembly CEO Martin Cass. "With a client like American Legacy, it's about how do you integrate content into culture?"
The win comes two weeks after Assembly won credit company Elevate's media account, with $25 million in annual spending. The other finalists for that account were Optimedia and BPN. MDC's Vitro handles Elevate's creative business.