MARK ANTHONY BRANDS INTERNATIONAL APPOINTS UM AS GLOBAL MEDIA AGENCY OF RECORD

UM to Lead Global Media Strategy Across White Claw, Mike's Hard Lemonade, Cayman Jack and MXD

Mark Anthony Brands International has appointed Omnicom Media agency UM as its global media agency of record following a competitive global agency review.

Under the new partnership, UM will be responsible for global media strategy, planning and buying, analytics and measurement, growth frameworks, cross-market governance and global-to-local coordination across the company's international business.

Building on UM's existing relationship with Mark Anthony in Australia and Canada, the expanded remit now includes the United States and the United Kingdom, covering the company's portfolio of category-leading RTD brands.

The review, managed by MediaSense, began in March and included participation from both holding companies and independent agencies.

Mark Anthony selected UM based on the agency's strategic media vision, measurement capabilities, commercial stewardship, scalable global buying model, and ability to build culturally relevant, social-first communications.

“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. 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,"

said Sam Reader, Chief Marketing and Innovation Officer, Mark Anthony Brands International.

“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 established itself as a leader in ready-to-drink alcoholic beverages through a portfolio of disruptive brands that have consistently anticipated changing consumer tastes.

Mark Anthony Brands is home to category-defining leaders, including White Claw, which defined the modern hard seltzer category and remains the leading hard seltzer brand in the U.S.; Mike's Hard Lemonade, the original and #1 hard lemonade, launched in 1999; and Cayman Jack, the #1 RTD Margarita.

The company continues to expand internationally through innovation and premium brand positioning. This past December, founder Anthony von Mandl stepped back from day-to-day management following 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 behavior,"

said Susan Kingston Brown, Global Brand President, UM.

"That mindset aligns closely with UM's Full Color 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."