UM has won media responsibilities for Build-A-Bear Workshop in North America and the U.K. without a review.
In the U.S. alone last year, the retailer spent more than $12 million in media, up from about $10 million in 2012, according to Kantar Media. The bulk of the brand’s spending takes place in America, with smaller amounts invested in the U.K. and Canada.
The Interpublic Group agency succeeds MDC Partners’ RJ Palmer on the business. In March, MDC merged RJ Palmer with TargetCast to create Assembly.
For its new client, UM will handle the planning and buying of traditional and digital media and analytics. Three offices will work on the business: New York, Detroit and London.
Other UM clients include Chrysler, Coca-Cola, Hershey’s, Johnson & Johnson, L’Oreal Paris, Microsoft, Nationwide and Sony.