BIC Names Merkley + Partners as U.S. Media Agency of Record

By Erik Oster 

Shelton, Connecticut-headquartered BIC has selected New York-based Merkley+Partners as its U.S. media agency of record without a review.

BIC spent over $9.8 million on measured media in 2016, according to Kantar Media.

Merkley+Partners will be tasked with media buying and planning in the U.S. across BIC’s lighter, stationary and women’s shaver brands, tasked with handling media across channels with a particular focus on data-based digital and social strategies.


“We are excited to partner with Merkley,” BIC vice president, marketing, North America Ross Ullman said in a statement. “We believe their focus on media efficiency and expertise in digital delivery solutions will have a significant impact on the effectiveness and ROI of our marketing campaigns.”

“BIC is truly an iconic brand that’s been a category leader for over 60 years,” Merkley+Partners CEO Alex Gellert. “We couldn’t be more excited to partner with an organization that has such a storied past and such a bright future.”

The news follows fast food chain White Castle consolidating its creative with account with Merkley+Partners last month, after assigning the agency the retail portion of the account last July.