Cactus was named global agency of record for Gaia. Previously known as Gaiam TV, the brand is a streaming video subscription service, featuring more than 7,000 documentaries and original programs
featuring Deepak Chopra, Wayne Dyer and the Dalai Lama, among others. The agency will handle global integrated strategy, creative and media duties as the brand repositions to the Gaia name. The
account was won following a competitive pitch process, but this is the first time Gaia has worked with an advertising agency of record. First work for the brand is a video to help Gaia launch its new
App on Apple TV. The Denver-based agency will then help Gaia launch a new website and national promotions. "We are elated to bring thoughtful and innovative creative solutions that emphasize this
identity as Gaia continues their evolution," said Norm Shearer, partner and chief creative officer of Cactus. Added Jaymi Bauer, chief marketing officer of Gaia: "Their ability to capture our brand
and create such an iconic part of our identity in a short timeframe is a great way to begin what we believe will be a long and productive relationship." Gaiam TV spent $313,000 on measured media the
fist six months of 2015, according to Kantar Media.