• by Steve McClellan  @mp_mcclellan, February 5, 2018

BIC, the global stationery, lighters and shavers marketer has moved most of its U.S. media-planning and buying responsibilities to Merkley+Partners.

As media AOR, Merkley, which is headquartered in New York, is tasked with developing media campaigns across all channels for BIC, with a focus on digital and social strategies.

BIC is headquartered in Shelton, Connecticut. The company spent roughly $10 million on measured media in the U.S. in 2016, according to Kantar Media.

Ross Ullman, vice president of marketing, North America at BIC, stated: “We believe their focus on media efficiency and expertise in digital delivery solutions will have a significant impact on the effectiveness and ROI of our marketing campaigns.”

The assignment is the latest in a string of recent new business wins for the agency. Last week, it confirmed winning assignments from White Castle and Land O’Frost.