Tinuiti wins media AOR role for Wolverine Worldwide

Tinuiti has been named media agency of record for Wolverine Worldwide to unify brand and performance marketing across North America. The move covers the company’s footwear portfolio and aims to improve measurement, media efficiency and consumer engagement in the U.S. and Canada.

Why it matters: - Wolverine Worldwide is trying to bring brand-building and performance marketing into one North American system. - The change affects a portfolio that includes Merrell, Saucony, Chaco, Wolverine and Cat Footwear. - Tinuiti gets a larger role as brands look for tighter measurement and less waste across channels.

What happened: - Tinuiti said July 23, 2026, that it has been named media agency of record for Wolverine Worldwide. - The partnership is designed to support Wolverine Worldwide’s next phase of growth. - The work will cover the United States and Canada.

The details: - The account will use a single, measurement-driven framework powered by Tinuiti’s Bliss Point technology and analytics. - The media mix includes paid search, paid social, programmatic and display, streaming and video, influencer marketing and media planning. - Cross-channel measurement will support the combined brand and performance effort. - Brett Parent, chief strategy officer at Wolverine Worldwide, said the company wants a more connected, insight-driven marketing model across its North American portfolio. - Parent said the company was looking for a partner that could unify brand and performance in a more intentional, data-led way. - Jeremy Cornfeldt, president of Tinuiti, said brands should stop treating brand and performance as separate investments. - Tinuiti’s Bliss Point Marketing Operating System is built to connect audience, creative, media and measurement. - Tinuiti says the system is designed to improve budget allocation, reduce waste and drive business impact across direct-to-consumer and retail channels. - Tinuiti’s Creative Suite, including AdCopy AI for paid search, will guide messaging and help scale search creative across Wolverine Worldwide’s portfolio.

Between the lines: - The deal reflects a broader shift toward agency models that combine creative, media and measurement under one roof. - Wolverine Worldwide is signaling that cross-channel integration is becoming central to how it builds brand equity and sells product. - Tinuiti is using the win to reinforce demand for its unified media model after naming Abbey Klaassen chief executive officer. - The agency’s growing client list now includes Carter’s, Serta Simmons Bedding and Wolverine Worldwide.

What's next: - Wolverine Worldwide will continue investing in its portfolio and North American capabilities. - Tinuiti will apply its measurement and creative tools to optimize media decisions across the footwear brands. - The companies are positioning the partnership to support future growth as media becomes more fragmented.

The bottom line: - Wolverine Worldwide is betting that a unified media strategy will deliver stronger brand equity and better business results. Tinuiti gets another proof point for its pitch that brand and performance should be managed together.