Japan-based building materials company Lixil has named Hanson Dodge as its new integrated media agency for its Americas region. The agency says it is one of its biggest wins ever.  

Under the new alignment, HD will be responsible for integrating all media activities to support Lixil Americas’ key consumer brands: American Standard, Grohe and American Standard Home Services.  

Lixil spends nearly $5 million annually on measured media in the region, according to COMvergence. 

The agency set up an in-house media capability shortly before the COVID-19 outbreak. That service offering has helped drive revenues and new business: media now represents about a third of HD staff and over 25% of agency revenues.   

Last year the agency hired industry veteran Jeremy Whitt to oversee media operations as executive media director. In addition to Lixil, media has played a key role in other HD business wins such as Keen, Now, Ruffwear and more. 

“The consumer journey is at the heart of everything we do,” said Nik Bafana, CEO Lixil Americas. “Our collaboration with Hanson Dodge is a critical step in enhancing this journey, ensuring that media activities across our family of brands are as streamlined and effective as possible. By integrating our approach, we’re not just investing in our brands - we’re optimizing our engagement with consumers to deliver more value and better experiences.”