Branded apparel and promotional products maker Custom Ink has selected VaynerMedia as its lead media agency. It wasn’t immediately clear if there was an incumbent on the account. Billings weren't disclosed. 

According to the company, the appointment marks the brand’s embrace of a “more modern, data-informed media strategy rooted in social, creators, and real-time cultural behavior.” 

The partnership comes as Custom Ink says it is positioning itself “at the center of today’s ‘merch renaissance,’ where what people wear has become a signal of identity, community, and cultural participation.” 

As lead media agency, including all paid social, VaynerMedia will be driving integrated planning, buying, and measurement across the full marketing funnel, with a particular focus on digital. The agency said it will apply its “platform-informed frameworks to increase customer acquisition efficiency, deepen cultural relevance, and build a more connected media ecosystem for Custom Ink.” 

"Whether through building company brands or team culture, supporting communities, celebrating milestones, or so many other occasions, for over 25 years Custom Ink has been enabling teams and communities to connect and memorialize shared experiences through custom products,” said Phil Auerbach, CMO at Custom Ink.  

“VaynerMedia’s social-first rigor and measurement precision made them the right partner for this next phase of growth as we look to amplify our customers' stories and celebrations."