Armor All has selected IPG Mediabrands’ UM as its media agency of record.
The assignment comes in the wake of Energizer acquiring Armor All earlier this year. Energizer named UM as its media agency of record for North America in February. In addition to winning the Armor All account, Energizer also expanded its media agency of record relationship with UM to include battery and lights brand Rayovac. UM will be responsible for strategy, media planning and buying, research, data and analytics for both the Armor All and Rayovac brands.
Armor All spent over $4.3 million on marketing in the U.S. last year and nearly $3.4 million in the first six months of 2019, according to Kantar Media.
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