Armor All Selects UM as Media Agency of Record

By Erik Oster 

Armor All has selected IPG Mediabrands’ UM as its media agency of record.

The assignment comes in the wake of Energizer acquiring Armor All earlier this year. Energizer named UM as its media agency of record for North America in February. In addition to winning the Armor All account, Energizer also expanded its media agency of record relationship with UM to include battery and lights brand Rayovac. UM will be responsible for strategy, media planning and buying, research, data and analytics for both the Armor All and Rayovac brands.

Armor All spent over $4.3 million on marketing in the U.S. last year and nearly $3.4 million in the first six months of 2019, according to Kantar Media.


“We are thrilled to build on the incredible partnership we have with the Energizer team,” UM U.S. CEO Lynn Lewis said in a statement. “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,” added Energizer Holdings global CMO Lori Shambo. “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.”