McCormick Names 360i as Media Agency of Record

The appointment follows a review that included incumbent UM

McCormick and 360i logos
360i will be responsible for media buying and planning for McCormick North America’s brands. Sources: McCormick, 360i

McCormick has appointed 360i as its media agency of record following a review conducted by the client.

“360i consistently demonstrated strong client focus, strategic thinking and extensive data and analytics capabilities,” McCormick chief marketing excellence officer Jill Pratt said in a statement. “We look forward to working with this great team to grow our brands in the years ahead.”

A source with knowledge of the account said the review lasted several months and included agencies from every major holding company, including incumbent UM, which Adweek recently named U.S. Media Agency of the Year.

“We are proud of the partnership and the award-winning work we delivered for McCormick over the past five years. We wish them continued success in the future,” a UM spokesperson said in a statement.

As media agency of record, 360i will be responsible for media buying and planning across all media channels for McCormick North America’s brand roster, which includes Club House, Frank’s, French’s, Old Bay and Zatarain’s in addition to the flagship McCormick spices brand.

McCormick spent over $37 million on media in 2018 and nearly $21 million in the first nine months of 2019, according to Kantar Media. A source with knowledge of the account claimed that McCormick’s media spending across all of its brands would be considerably higher.

In 2018, Adweek named 360i as its Breakthrough Media Agency of the Year following a year highlighted by account wins such as Champion, Chico’s, Chili’s, Kate Spade, HSN, Mini U.S.A. and Stonyfield. In August 2018, 360i brought on Doug Rozen from OMD to lead its media department as chief media officer. Last October, 360i hired former Initiative exec Leah Meranus as managing director of integrated media.

In October 2018, McCormick named Grey as its creative agency of record across the McCormick brand roster.

“We’re excited and honored to be partnering with McCormick,” Rozen said in a statement. “They’re a bold, iconic brand looking to drive innovation across their portfolio and thinking about media in new ways.”

@ErikDOster Erik Oster is an agencies reporter for Adweek.