White Claw parent Mark Anthony Brands International has appointed Omnicom Media agency UM as its global media agency of record following a formal review.  

The company previously worked with Haworth. The appointment of UM is effective immediately. 

Estimated annual spending is $110 million. 

Under the new partnership, UM will be responsible for global media strategy, planning and buying, analytics and measurement, global-to-local coordination across the company's international business and more. 

 The remit spans the United States, Canada, the United Kingdom, and Australia, covering Mark Anthony’s portfolio of category-leading ready-to-drink brands, including White Claw, Mike's Hard Lemonade, Cayman Jack, MXD, and The Finnish Long Drink. 

The review, managed by MediaSense, began in March and included participation from both holding companies and independent agencies. 

“As our portfolio continues to grow globally, we were looking for a media partner that could bring strategic consistency across markets while helping our brands connect with consumers through culture locally," said Sam Reader, chief marketing and innovation officer at Mark Antony Brands International.  "UM demonstrated a clear understanding of the evolving RTD landscape, as well as the strategic leadership, measurement capabilities and global scale needed to support the next phase of growth for our portfolio."  

Added Reader: "We are incredibly grateful to Haworth for their strong partnership and the impact they’ve had on our growth journey. With our strategy increasingly requiring global scale, we are moving to a model that better matches those evolving needs.” 

The company was founded in 1972 and last December founder Anthony von Mandl stepped back from day-to-day management with Vice Chair Phil Rosse succeeding him as CEO.