Independent media agency SwellShark has been selected as media agency of record for PBS.
The public media brand has long enjoyed a sizable audience across all platforms, yet as viewing habits continue to evolve, PBS was looking for an agency partner that would further diversity its audiences, as well as introduce new audience engagement methods across the PBS app and website. SwellShark’s audience recognition offering, Sonar, was particularly appealing to PBS.
“What won the day for SwellShark was their persistence and curiosity during the pitch process, their passion for the PBS organization and mission and the agency’s strong AI and data-driven approach, guided by their strategic point of view that ‘AI needs a chaperone,’” said Amy Wigler, vp, multiplatform marketing at PBS in a statement.
SwellShark’s first campaigns for PBS will launch in September supporting shows including “America Outdoors with Baratunde Thurston,” the new Ken Burns documentary, “The American Buffalo,” and season 2 of “Native America.”
“PBS is a safe haven for truth, critical thinking, diversity, and, of course, entertainment,” said Mary Perhach, cofounder of SwellShark in a statement. “We are thrilled to have been chosen to introduce this important brand to a new generation of streaming-first viewers.”
Last month, PBS received 26 News and Documentary Emmy nominations and 6 Primetime Emmy nominations.
SwellShark won the account as part of a pitch that was run by Lindsey Slaby from Sunday Dinner.