Shinola Names UM as U.S. Media Agency of Record

By Erik Oster 

Detroit-based luxury design brand Shinola has appointed UM as its U.S. media agency of record.

As agency of record, UM will be responsible for media strategy, planning, buying, research, and data and analytics duties across the U.S. The appointment came without a formal review.

“We’ve been growing our relationship with the Shinola team for some time and are thrilled to officially welcome this great American brand to the family,” UM president, central region Scott Russell said in a statement. “We look forward to leveraging our Better Science, Better Art, Better Outcomes proposition to accelerate their e-commerce and retail businesses to drive sustainable, profitable growth into the future.”


“We look forward to working with UM, an agency that has a proven track record of driving business results for brands,” added Shinola CMO Tyra Neal. “We are confident that the team will drive our business forward through industry-leading data and analytics and creative excellence.”

The appointment follows a number of other recent client wins for Adweek’s U.S. Media Agency of the Year, including Armor All, CVS Health-Aetna, Energizer, Levi Strauss & Co. and Rayovac. It also follows former UM client McCormick selecting 360i as its new media agency of record following a review in which UM defended the account.