New York-based independent media agency Craft & Commerce has quietly garnered a handful of new business wins over the past six months, including top selling yogurt brand Chobani, online auto marketplace TrueCar and home appliance maker Midea America. All three are media AOR relationships, the agency confirmed. 

Collectively those brands spend an estimated $90 million on measured media annually according to agency research firm COMvergence, with TrueCar spending $50 million, Chobani, $36 million and Midea, $4 million. 

The agency also picked up new business assignments from startups Clearly Canadian (sparkling beverages), Mush (oat snack/breakfast food), and Fly by Jing (Chinese condiments/staples). 

Chobani had previously worked with Horizon Media, which won the account in 2016 from OMD. But the relationship ended by mutual agreement last September. 

It wasn’t immediately clear which media agencies TrueCar and Midea previously worked with, if any.  

“Punching above your weight with media is not just an aspiration, it’s a formula,” said Mark Barker, Craft & Commerce CEO. “We’re showing how our data-driven tactics on brand and performance can yield measurable business impact and clearly, clients are noticing.” 

In addition to the wins, the agency has made several recent senior hires including John Petsagourakis as vice president-strategy and partnerships and Olivia Hawkins as vice president-media strategy.  

Petsagourakispreviously led growth and strategy for Banza, which markets a line of chickpea pastas and other foods. Hawkins was most recently a senior director at WPP consultancy firm Gain Theoryand founded educational materials startup NicholNotes. 

Pictured above is a visual form TrueCar's 2023 campaign 'Your Car Is More Than Your Car.'