Mark Anthony Brands International has appointed Omnicom Media agency UM as its global media agency of record following a competitive global agency review. The appointment covers the company’s international business across the United States, Canada, the United Kingdom, and Australia.
Under the partnership, UM will oversee global media strategy, planning and buying, analytics and measurement, growth frameworks, cross-market governance, and global-to-local coordination across Mark Anthony Brands International’s portfolio.
The remit includes the company’s ready-to-drink brands White Claw, Mike’s Hard Lemonade, Cayman Jack, MXD, and The Finnish Long Drink.
The review, managed by MediaSense, began in March and included participation from holding companies and independent agencies.
“As our portfolio continues to grow globally, we were looking for a media partner that could bring strategic consistency across markets while helping our brands connect with consumers through culture locally,” said Sam Reader, Chief Marketing and Innovation Officer, Mark Anthony Brands International.
“UM demonstrated a clear understanding of the evolving RTD landscape, as well as the strategic leadership, measurement capabilities and global scale needed to support the next phase of growth for our portfolio. We are incredibly grateful to Haworth for their strong partnership and the impact they’ve had on our growth journey. With our strategy increasingly requiring global scale, we are moving to a model that better matches those evolving needs.”
The appointment comes as Mark Anthony continues to build on more than five decades of category innovation. Founded in 1972 by Anthony von Mandl, the privately owned company has expanded its portfolio of ready-to-drink alcoholic beverages. In December, von Mandl stepped back from day-to-day management after more than five decades leading the business, with Vice Chair Phil Rosse succeeding him as CEO.
“Mark Anthony has built its culturally influential portfolio by consistently challenging convention and staying close to changing consumer behaviour,” said Susan Kingston Brown, Global Brand President, UM.
“That mindset aligns closely with UM’s Full Colour Media approach, which helps brands grow through a deeper understanding of people, culture and connection. We’re excited to partner with the team as they continue expanding some of the world’s most dynamic beverage brands.”
