• by Joe Mandese  @mp_joemandese, April 7, 2022

Lifestyle apparel retailer PacSun (Pacific Sunwear of California) has named performance media specialist Tinuiti as its “paid media agency of record.”

Billings were not disclosed, but the account was previously handed by MuteSix.

In a statement, the agency and its new client said the assignment is intended to “reimagine and expand its full-funnel digital footprint,” and that it will united “sequential, customer-centric journeys across every digital touchpoint.”

New York-based Tinuiti claims it is the largest independent performance-marketing shop across streaming TV, as well as the “triopoly of Google, Meta, Amazon.”

The agency said it has two primary objectives -- boosting brand awareness and customer retention -- and will oversee analytics, creative strategy, display, paid search, paid social and “shoppable media.”