Kidde, North Carolina-based maker of smoke alarms and other fire safety products, has consolidated its media account with Acadia, which has been appointed as omnichannel retail, media and analytics AOR. 

Incumbents weren’t immediately identified. 

The remit includes retail media and organic management on Amazon, utilizing Amazon Marketing Cloud data to expand on the marketplace.   

In addition, Acadia will provide customer data insights to launch a national media campaign leveraging media mix modeling & incrementality testing across platforms like Google, Meta, CTV and online video.  

“We conducted an in-depth review of our media ecosystem, and following this process, are moving from multiple specialist media agencies to one fully-integrated solution with Acadia,“ said Aimee Yu, director of brand and media at Kidde.   

"Our goal is to improve speed to market while leveraging sophisticated data to drive improved performance and efficiencies across channels,” says Yu.  

The client’s annual estimated media spending is $4 million, according to agency research firm COMvergence.   

The agency says it is seeing an increase in brands consolidating media and analytics/planning with one agency. One reason: money can move around faster, and shifting media from one channel to another happens seamlessly. And it enables measurement to have impact on spending and planning in a more actionable way.  

The selection of Acadia followed a formal review overseen by consultant Daniel Weiner of YouShouldTalkTo.