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Agency News

amika Taps Assembly to Lead Integrated Media Program

The best-selling haircare brand is focused on increasing awareness surrounding its brand values, sustainable practices, and specialized products for all hair types.

amika Taps Assembly to Lead Integrated Media Program

Global omnichannel agency, Assembly, has been chosen by prestige haircare brand, amika, to lead its integrated media program, with an emphasis on driving sustained awareness and building brand equity.

amika has emerged as a go-to haircare brand through its ‘all hair is welcome’ positioning, which represents 10 unique collections of haircare for every hair type, texture, and style. amika has called on global data-driven agency, Assembly, as its partner in expanding its community of brand enthusiasts through its distinct, disruptive, and impactful messaging connected to purpose and inclusivity.

“amika is a brand that has authentically lived its core values of kindness and inclusivity while doing good for the planet far before it was ‘cool’ or even an expectation from consumers,” said Kim Davis, Vice President at Assembly. “This is one of those best of both world partnerships where we get to bring the latest in media innovation to a brand that’s as committed as we are to nurturing people and the planet. We’re looking forward to developing an out-of-the-box channel strategy that maximizes brand awareness for amika.”

amika was built with purpose at its heart by creatives, stylists, and product enthusiasts alike, and encourages a diverse and creative culture that’s fueled by radical thinking. In placing people and the planet at its core, the brand has maintained its mission of bringing progress to the beauty industry.

“The name ‘amika’ means friend—to hair, hairstylists, the planet, our communities, and each other—and it’s truly embedded into everything we do. We want our customers to know us for not only our high-quality products, but our commitment to making a positive impact on people and the planet," said Chelsea Riggs, amika’s Brand President. “We were impressed by Assembly’s integrated approach across the funnel to help accomplish our goals and we were immediately aligned in our vision.”  

This year marks a strategic shift in digital media investment for amika, with an increased focus on driving awareness and new customer acquisition. Assembly will partner with amika to develop a full-funnel multi-channel strategy to achieve these goals. The team’s focus for the year includes strengthening paid social investment, a renewed focus on paid media influencer integrations, and continued momentum in search and display.  Assembly and amika will also work together to introduce new high-impact channels to amika’s mix, including CTV, TikTok, and localized OOH.

“We’re flexible and agile, which gives us an opportunity to test and learn in new channels and platforms where we know our customers are spending their time. We have some big brand and product moments coming up this year, and we’re also excited to see how measurement helps support all of the work we’re doing in increasing the focus on brand awareness and consideration,” said Kelley Martin, amika’s Senior Vice President of Marketing.


Assembly is made of the ingredients of the modern agency, bringing together data, talent, and technology to deliver a connected set of solutions for media + more to the best brands on the planet. We’re home to more than 1,500 of the industry’s top talent, who bring unmatched global omnichannel media expertise +data, technology, and business consulting capabilities that help brands find the change that fuels growth. Assembly is a proud member of Stagwell, the challenger network built to transform marketing. Visit for more information.

ABOUT amika:

A friend to hair, hairstylists, to her, him,them and you. The name amika means friend in the language Esperanto &represents our belief in the power of community and the beauty of diversity.Straight out of Brooklyn, where creativity and hustle are a way of life, we’rea collective of creatives, hairstylists, chemists, and product enthusiasts. Weonly make products that make us proud. 10 collectionsfor every hair type, texture and style. Visit for more information, and follow @amika on Instagram.