Home appliance brand SharkNinja has selected IPG Mediabrands’ UM to handle a large share of its U.S. media account following a review.

“[UM’s] intense focus on balancing both the art and science of media is aligned with our growth objectives,” said SharkNinja senior director, global media analytics and DTC FP&A Ashley J. Eckerlin in a statement. “We are excited to have the partnership of UM’s strategic and innovative team.”

The agency will lead the account out of its New York headquarters and provide strategy, research, analytics and media planning across platforms. The incumbents on the account were Marketsmith on planning and Horizon Media on TV buying. The latter agency will reportedly retain the long form TV portion of the business.

“UM is thrilled to work with SharkNinja, a company that has seen tremendous growth driven by an innovative set of products and marketing approaches,” UM U.S. CEO Kasha Cacy said in a statement. “SharkNinja is the perfect client to take advantage of our approach of using better science, combined with better art to deliver better outcomes.”

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