UNICEF USA Picks Brainlabs as its Media Agency of Record

Independent global media agency Brainlabs has been named media agency of record for UNICEF USA following a competitive pitch, it shared exclusively with ADWEEK. The account, awarded in March after a nine-month review that began in July 2024, will see Brainlabs take on full-service digital duties, including data, paid search, paid social, programmatic, strategy and planning, and SEO. The account was previously held by Delve, a performance marketing agency. Brainlabs will officially begin working with UNICEF USA in July 2025. Said Differently—a media agency founded by AKQA veterans with a track record in nonprofit advertising for clients like the National Democratic Training Committee and TrueFit—will partner with Brainlabs on creative and email marketing for the UNICEF USA account. “To meet this moment for children, we’re evolving how we reach and engage supporters,” Michele Walsh, chief philanthropy officer and executive vice president at UNICEF USA, told ADWEEK. “Brainlabs stood out for their innovative thinking, data-driven approach, and deep expertise in performance media.” UNICEF USA has a long history of purpose-driven marketing, from the iconic Trick-or-Treat for UNICEF campaign to the Tap Project. The organization advances the global mission of UNICEF, the United Nations agency working in 190 countries and territories to protect children’s rights and well-being. UNICEF supports the most vulnerable children by addressing challenges such as health care and immunizations, safe water and sanitation, nutrition, education, emergency relief, and more. Liz Yoselowitz, who joined Brainlabs four months ago as global chief marketing officer after serving as head of growth marketing at Apollo.io, said the win is meaningful for the agency. “It’s such an important organization that a lot of us feel very passionate about," she said. "To own their media business is huge for us.” Yoselowitz noted that UNICEF USA was seeking a partner that could unify its digital ecosystem into a true full-funnel strategy. “They had all these things in place previously... but it seemed like they weren’t all talking to each other,” she explained. The UNICEF win marks the agency’s first major NGO client in North America. “This is a first-of-its-kind type of client for us,” said Yoselowitz. “We want to build that arm for ourselves, particularly around charities and organizations of this nature.” Founded in 2012, Brainlabs has more than 850 employees worldwide. In 2023, the agency secured an investment from private equity firm Falfurrias Capital Partners that valued it at approximately $320 million. The agency has since expanded in the U.S., now boasting a team of about 200 staffers with offices in New York, Florida, and Indiana. Brainlabs said it is converting 74% of new business pitches, with recent client wins including AT&T, Hilton, Oofos, SKECHERS, Bealls, City Experiences (Hornblower Group), and Sauer Brands. While UNICEF USA declined to disclose its media budget, Comvergence reported UNICEF UK’s media spend at $31 million.

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UNICEF USA Picks Brainlabs as its Media Agency of Record

Indie media agency will lead full-funnel strategy for the NGO

Audrey Kemp

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