UM Wins Fitbit’s $100+ Million Media Business After a Review

November 17, 2016 | Share this article

Several reliable sources tell us this week that wearable tech company Fitbit has awarded its media buying account to IPG’s UM after a review.

An IPG Mediabrands spokesperson deferred to Fitbit, whose representative declined to comment.

The company is currently seeking to expand its consumer base inside the U.S. and beyond in the midst of a continuing battle for market share with chief competitors Jawbone, Apple Watch and other, smaller entrants into the athletic tech field.

One source estimates the value of the account at $200 million. According to the latest numbers from Kantar Media, Fitbit spent approximately $95 million on paid media in 2015 and $53 million during the first half of this year.

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