USIM, which last week picked up media services for organic
Acai brand marketer Sambazon, has also been named the media agency for Opry
Entertainment Group, which manages such iconic Country Western brands as the Grand Ole Opry, Ryman Auditorium, WSM Radio and Ole Red.

The account, which will be managed out of
USIM’s New York office, is estimated to be bill more than $3 million annually, and includes media planning and buying.

The account was previously handled in-house, but Opry Entertainment
Group CMO Laura Hollingsworth said the company selected USIM for its insights and multichannel buying expertise to “connect even more of these fans with our brands and the artists who play our iconic
stages.”