GE Appliances Canada has appointed Jungle Media as its new media agency of record.

Jungle will be responsible for strategy, analytics and planning, as well as conducting digital and traditional media buying across Canada. The agency will work closely with GE’s internal digital teams and creative agency FCB.

GE markets household appliances under the GE, Haier, Café and Monogram brands. Toronto-based Jungle Media operates from five offices across North America.

The partnership with Jungle Media is part of the company’s efforts to drive stronger performance and optimization on top of strategic thinking, particularly when it comes to digital media.

“With an increasing focus on digitization, we were looking for a partner who is digitally savvy and able to react quickly across multiple digital touchpoints,” says Bob Park, chief brand officer of GE Appliances Canada.

“From their inclusive support of Canadian soccer to their drive for culinary excellence, we couldn’t be happier to be dishing up these delights to the GE consumer,” says Brooke Leland, managing partner at Jungle Media.

A major part of GE Appliances Canada’s advertising programs is its support for soccer. Since 2019, GE has been committed to growing the sport in Canada through partnerships with Toronto FC, CF Montreal and the Vancouver Whitecaps, developed academy-level programming to uplift youth players and run charitable programs within the communities. Last year the company signed a multi-year partnership with Canada Soccer to support soccer at all levels; in March, it offered to increase its sponsorship in order to settle a labour dispute between the organization and the Canadian women’s national team that has centred around pay equity and funding cuts.

GE Appliances previously worked with Media Experts on media.