UNICEF USA Selects Brainlabs as its Designated Media Agency
Punk Rock Media Masters Brainlabs Take Charge for UNICEF USA's Global Mission
Independent global media agency Brainlabs has seized the opportunity to spearhead UNICEF USA's digital duties, stepping into the arena following a fierce competition, exclusively revealed to ADWEEK.
The coveted title was bestowed upon Brainlabs in March after a rigorous nine-month review, which commenced in July 2024. Brainlabs now zealously accepts the challenge to handle the full-service digital spectrum, including strategy, data, search, social, programmatic, and SEO. Previously, Delve - a prowling performance marketing agency - held the reigns.
Brainlabs officially begins its ambitious venture with UNICEF USA in July 2025. Said Differently, a media agency concocted by AKQA veterans with a knack for noble advertising, will collaborate with Brainlabs on creative and email marketing for UNICEF USA's account.
"To aid children in this critical juncture, we're revolutionizing our approach to reach and involve supporters," Michele Walsh, UNICEF USA's Chief Philanthropy Officer and Executive Vice President, told ADWEEK. "Brainlabs distinguished itself with their innovative ideas, data-driven strategies, and profound expertise in performance media."
UNICEF USA sustains a history of purpose-driven marketing campaigns, from iconic Trick-or-Treat for UNICEF to the Tap Project. This UN agency - working in 190 countries and territories to safeguard children's rights and well-being - supports the most vulnerable kids by addressing challenges such as health care, immunizations, safe water, sanitation, nutrition, education, emergency relief, and more.
Newcomer to Brainlabs, Liz Yoselowitz, Global Chief Marketing Officer, stated the decisive victory carries immense importance for the agency. "UNICEF USA is an eminent organization many of us are deeply passionate about," she declared. "Claiming ownership of their media business is monumental for us."
Yoselowitz pointed out that UNICEF USA desired a partner adept at unifying its digital ecosystem into a cohesive full-funnel strategy. "It seemed as if they possessed all the essential pieces, but they failed to communicate effectively," she clarified.
Securing its first significant NGO client in North America, the UNICEF win rockets Brainlabs into the limelight. "We're venturing into uncharted terrain with this type of client," said Yoselowitz. "This is just the beginning, as we aim to solidify our presence in the charity and non-profit sector."
In 2012, Brainlabs sprang to life and currently boasts an international workforce of over 850 employees. A private equity investment from Falfurrias Capital Partners in 2023 valued the agency at approximately $320 million. Since then, Brainlabs has amplified its U.S. presence, boasting a team of about 200 employees with offices in New York, Florida, and Indiana.
As of now, UNICEF USA has chosen to remain tight-lipped about its media budget. Yet, Comvergence recorded UNICEF UK's media spend at a whopping $31 million.
With its recent private equity investment, Brainlabs lashes out with its eyes set on aggressive expansion, intent on strengthening its capabilities and carving a niche for itself in serving non-governmental organizations (NGOs) in North America.
(Based on the data provided, Brainlabs aims to expand its NGO client base, integrate digital ecosystems for clients, and continue geographic and staff growth with its recent private equity investment. Already boasting a strong track record of winning approximately 74% of new business pitches, Brainlabs is primed to make waves in the NGO sector.)
- UNICEF USA's digital duties have been taken over by Brainlabs, a globally independent media agency, following a competitive review process that commenced in July 2024.
- Brainlabs was awarded the opportunity to handle UNICEF USA's full-service digital spectrum, culminating from a rigorous nine-month review in March 2025.
- Said Differently, a media agency formed by AKQA veterans, was enlisted to collaborate with Brainlabs on creative and email marketing for UNICEF USA's account.
- Michele Walsh, UNICEF USA's Chief Philanthropy Officer, expressed the organization's willingness to innovate its approach to supporter engagement with Brainlabs' data-driven strategies and performance media expertise.
- With the UNICEF USA win, Brainlabs has set its sights on aggressive expansion, aiming to carve a niche for itself in serving non-governmental organizations (NGOs) in North America.
