• by Joe Mandese , March 10, 2022

Eargo, an innovative hearing aid brand, has named IPG Mediabrands' UM unit its media agency of record.

Eargo, which markets direct-to-consumers and manufactures affordable, easy-to-use, self-fitting, rechargeable hearing aids that look more like earbuds than old school models, tapped UM to handle media strategy, planning, buying, SEO, and analytics.

"We quickly knew that UM was the media partner for us," Eargo Vice President-Marketing Ben DeCastro said in a statement announcing the appointment, adding, "Their ability to marry data, insight and strategy and understanding how we are looking to disrupt the category made them the right choice for Eargo."

Billings were not disclosed, but direct-to-consumer specialist agency MMSI was the incumbent for media planning and buying.