UNICEF USA Selects Brainlabs as its Preferred Media Agency in Official Capacity
In a thrilling turn of events, the global powerhouse media agency, Brainlabs, has armed itself as the go-to partner for UNICEF USA post a competitive pitch throwdown, with ADWEEK getting an exclusive scoop on the juicy deets.
The lucrative account, which officially begins in July 2025, sees Brainlabs taking on a whopping range of digital duties, including data, paid search, social media, programmatic, strategy, planning, and SEO. Previously, Delve, a performance marketing agency, held the reins.
Said Differently, an agency born by AKQA veterans specializing in nonprofit advertising clients like the National Democratic Training Committee and TrueFit, will team up with Brainlabs to handle the creative and email marketing aspects for UNICEF USA.
According to Michele Walsh, UNICEF USA's chief philanthropy officer and executive vice president, the organization is intent on revolutionizing the way they reach and interact with supporters. Walsh shared with ADWEEK that Brainlabs stood out due to their innovative thinking, data-driven approach, and deep expertise in performance media.
UNICEF USA boasts a rich history of purpose-driven marketing, from the iconic Trick-or-Treat for UNICEF campaign to the Tap Project. This forward-thinking organization advances the global mission of UNICEF, a United Nations agency working to protect children's rights and well-being in 190 countries and territories. By addressing pressing issues like healthcare and immunizations, safe water and sanitation, nutrition, education, emergency relief, and more, UNICEF supports the most vulnerable children worldwide.
Liz Yoselowitz, Brainlabs' global chief marketing officer, who joined the agency just four months prior after serving as head of growth marketing at Apollo.io, expressed her excitement about the partnership. "It's such an important organization that a lot of us feel very passionate about. To own their media business is huge for us," she gushed.
Yoselowitz explained that UNICEF USA sought a partner who could unify its digital ecosystem into a cohesive, full-funnel strategy. "They had all these things in place previously... but it seemed like they weren't all talking to each other," she described.
Winning UNICEF USA marks Brainlabs' first significant NGO client in North America. Yoselowitz states, "This is a first-of-its-kind type of client for us. We want to build that arm for ourselves, particularly around charities and organizations of this nature."
Founded in 2012, Brainlabs now has over 850 employees worldwide. After securing an investment from private equity firm Falfurrias Capital Partners in 2023, the agency was valued at approximately $320 million. Since then, Brainlabs has expanded across the U.S., boasting a team of about 200 staffers with offices in New York, Florida, and Indiana. The agency is closing 74% of new business pitches, with recent client wins including AT&T, Hilton, Oofos, SKECHERS, Bealls, City Experiences (Hornblower Group), and Sauer Brands.
Though UNICEF USA declined to reveal their media budget, Comvergence reported UNICEF UK's media spend at $31 million.
With its new private equity investment, Brainlabs is gunning for more aggressive expansion, led by strategic leadership appointments like Grant Impey, the new Global Chief Commercial Officer, and Claire Dean, the Chief Strategy Officer for UK & EMEA. The investment offers financial backing for Brainlabs' growth, particularly in the U.S. market, where the agency is increasingly establishing a strong presence.
The agency's unique blend of technology and data-driven methodologies is the backbone of their approach, allowing them to deliver top-notch results for clients. This innovative stance, combined with strategic hires and diverse client acquisitions, makes Brainlabs a force to be reckoned with in the media industry.
- Brainlabs, awarded the lucrative digital duties for UNICEF USA, is set to start in July 2025, expanding its reach to the nonprofit sector for the first time in North America.
- With the goal of revolutionizing supporter engagement, UNICEF USA, a purpose-driven organization known for its iconic campaigns, chose Brainlabs for its data-driven approach and innovative thinking.
- Said Differently, partnering with Brainlabs, will handle the creative and email marketing aspects for UNICEF USA, strengthening their digital ecosystem into a cohesive, full-funnel strategy.
- As the agency prepares for aggressive expansion, boosted by a recent private equity investment, Brainlabs plans to build a strong charities and organizations division, aiming to deliver top-notch results through a unique blend of technology and data-driven methodologies.
- In 2024, Brainlabs, valued at approximately $320 million, will engage with UNICEF USA, a United Nations agency working in 190 countries, with a media spend that Comvergence reported at $31 million for UNICEF UK.
