Rejuve, the electronic cigarette brand, has selected U.S. International Media as its media agency of record after an informal review.
Currently, the client is focusing its marketing efforts in digital media and is being handled by USIM’s digital unit U.S. Interactive Media.
The agency is providing services that include display, email, and affiliate marketing. As part of the latter, Rejuve has launched an affiliate program on the eBay Enterprise Affiliate Network that USIM is tasked with managing.
The Brea, CA-based Rejuve manufactures electronic cigarettes, electronic hookahs, and related accessories. It was founded by Puneet Nanda, an entrepreneur who also founded Dr. Fresh LLC, the oral care company whose brands include Binaca, Reach and the FireFly Toothbrush for Kids.
Estimated annual ad spending by Rejuve is close to $1 million.
USIM was founded by Dennis Holt in 2004. Holt had previously founded Western International, which he sold to the Interpublic Group in 1995. IPG changed the name of the agency to Initiative in 1999. USIM now has 20 U.S. offices and the shop projects billings of $840 million in 2014.