Published on: July 30, 2026
UM, the media agency under Omnicom Media Group, has been appointed as the global media agency of record for Mark Anthony Brands International following a competitive global agency review.
Under the new partnership, UM will oversee the company’s global media strategy, planning and buying, along with analytics, measurement, growth frameworks, cross-market governance and global-to-local media coordination across its international operations.
The appointment expands UM’s existing relationship with Mark Anthony Brands in Australia and Canada to include the United States and the United Kingdom. The agency will support the company’s portfolio of ready-to-drink (RTD) beverage brands, including White Claw, Mike’s Hard Lemonade and Cayman Jack.
The global agency review, which began in March, was managed by MediaSense and involved both global holding companies and independent agencies. Mark Anthony Brands selected UM for its strategic media expertise, measurement capabilities, commercial approach, scalable global buying model and ability to deliver culturally relevant, social-first communications.
Commenting on the appointment, Mark Anthony Brands International Chief Marketing and Innovation Officer Sam Reader said, “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. 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.
“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.”
UM Global Brand President Susan Kingston Brown said, “Mark Anthony has built its culturally influential portfolio by consistently challenging convention and staying close to changing consumer behavior.
“That mindset aligns closely with UM’s Full Color Media approach, which helps brands grow through a deeper understanding of people, culture and connection. We’re excited to partner with the team as they continue expanding some of the world’s most dynamic beverage brands.”
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