SharkNinja Sends Its $60 Million U.S. Media Account to UM

Horizon Media retains long form TV duties

The company makes both blenders and vacuum cleaners. SharkNinja
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Home appliance brand SharkNinja has selected IPG Mediabrands’ UM to handle a large share of its U.S. media account following a review.

“[UM’s] intense focus on balancing both the art and science of media is aligned with our growth objectives,” said SharkNinja senior director, global media analytics and DTC FP&A Ashley J. Eckerlin in a statement. “We are excited to have the partnership of UM’s strategic and innovative team.”

The agency will lead the account out of its New York headquarters and provide strategy, research, analytics and media planning across platforms. The incumbents on the account were Marketsmith on planning and Horizon Media on TV buying. The latter agency will reportedly retain the long form TV portion of the business.

“UM is thrilled to work with SharkNinja, a company that has seen tremendous growth driven by an innovative set of products and marketing approaches,” UM U.S. CEO Kasha Cacy said in a statement. “SharkNinja is the perfect client to take advantage of our approach of using better science, combined with better art to deliver better outcomes.”

SharkNinja spent nearly $59 million on U.S. measured media in 2017 and almost $75 million in 2016, according to Kantar Media.

It is not clear which other agencies competed against UM.

UM won global media buying and planning duties for Spotify last August following a review that started in late 2016. Last April, Accenture selected UM as its media agency of record. Earlier in 2016, Adweek named UM as its “Global Media Agency of the Year” on the heels of its win of the global Johnson & Johnson account.

@ErikDOster Erik Oster is an agencies reporter for Adweek.