'USA Today' Selects Movement Strategy As Its Social AOR

National daily newspaper USA Today has appointed Movement Strategy as its social agency, the firms said Monday.

The selection came after a formal review. It was unclear who the incumbent was, but a source indicated that the shop was not invited to defend.

As the company’s new social agency, Movement Strategy is tasked with the conceptualization and creation of social branding and channel content that will embody USA Today’s “Smarter. Faster. More Colorful” brand position.

“Movement Strategy’s perspective and consultation were aligned with our needs,” said Jill Engle, vice president of marketing at USA Today. “We are excited about the relationship and working with Movement Strategy to capture social moments for our readers.”

Movement Strategy will handle social marketing activities including custom, creative campaign launches and more robust technology builds.

Jason Mitchell, cofounder of Movement Strategy, said: “Being given the chance to go over and above this iconic brand’s expectations with our social campaigns and channel content is fantastically exciting.”

Movement Strategy was formed in 2007 and now has offices in New York and Boulder, Co. Clients include A&E Networks, Nickelodeon, Lan-Tam Airlines and a number of NBA and NFL teams. 

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