Ammunition has named agency of record for PDI, a Georgia-based kitchen, bath and lighting company.

The account was won after a competitive review. Emilee Stone, vice president of marketing at PDI, credited the assignment to Ammunition's "fresh integrated thinking." 

As AOR, Ammunition will oversee strategy, creative, media, ecommerce, social, influencer marketing, production, SEO and analytics to drive brand's growth across the Southeast.

PDI targets both professional trade and consumer audiences. It operates 28 locations across Georgia, South Carolina and Tennessee, including the first two Kohler Signature Showrooms in the Southeast.

Jeremy Heilpern, CEO of Ammunition, told Agency Daily: “Whether we’re talking to a trade professional, a designer or a homeowner, the opportunity for PDI is to connect in a way that feels smart, human and memorable. For the trade, that means trust and expertise. For designers and homeowners, it’s about inspiration and showing what’s possible. At Ammunition, we believe every decision starts with emotion, and our job is to tap into that emotion in an honest and engaging way. That’s how we will help PDI build more meaningful brand experiences and bring that story to life across every brand interaction.”

In May, the ad agency launching Ammunition Ventures, a platform designed to support early-stage companies beyond funding. A month earlier, it named Jonathan Hayes as Chief Creative Officer.

Ammunition client work includes the Atlanta Hawks, LG and Georgia-Pacific.