O-I Glass Appoints VaynerMedia as First Integrated Agency of Record

By Erik Oster 

O-I Glass appointed VaynerMedia as its first integrated agency of record. VaynerMedia will be responsible for all creative, as well as media duties for the brand.

“O-I is a transformative brand and proud to provide the most transformative packaging solutions in glass. As we want to help consumers and customers better understand that glass is the best packaging for health, sustainability and brand building, we decided to select a transformative agency,” O-I chief sales and marketing officer Arnaud Aujouannet said in a statement. “We chose VaynerMedia because of its distributive model and ability to truly understand both culture and the consumer.

“Having creative and media with the same agency enables a streamlined approach to reach a number of different cohorts,” added O-I integrated marketing communications director Marie-Laure Susset.

The appointment followed a review and comes as O-I Glass attempts to make glass more relevant to food and beverage brands and the end consumer, according to a statement.

“As a business built for the now, we are incredibly excited and proud to be partnering with O-I, who, as the leader in the glass packaging industry, is continuing to advance their creativity and go-to-market strategies,” VaynerMedia evp, client services Lisa Buckley said in a statement. “They are also committed to harness its extraordinary scale to create a meaningful and positive difference to the future of our health and that of the planet.”

VaynerMedia began working with the brand immediately following the appointment, with its first work hitting social media within 24 hours.