Pit Viper Picks DEPT® as Paid Media Agency of Record

Pit Viper, the iconic eyewear and apparel brand renowned for its bold personality and high-energy outdoor lifestyle appeal, has selected DEPT® as its Agency of Record for Paid Media initiatives in North America and Australia. The global agency recently won the business through a pitch, with a game plan tailored to fuel Pit Viper's World Domination™ and deliver a bold and engaging customer journey through the fun-hole (/fən hōl/ of Pit Viper origin, see also “funnel”).

Serious about sunglasses and not much else, Pit Viper is known for their audacious style and unapologetic attitude. The brand sought a partner to match its energy, break boundaries, and cultivate a digital domain that would translate its boldness. DEPT® answered the call, ready to shatter norms and craft a media strategy that sets Pit Viper ablaze across paid Search, Programmatic, Social, Affiliates, and Shopify platforms.

“Ads are a lot like sunglasses, most of them are boring and uninspiring. Here at Pit Viper Sunglasses, we are committed to making them suck less. Like a softball in a vacuum hose, partnering with DEPT® is a can’t-suck combination”, said Troy Haas, senior advertising manager, at Pit Viper. 

“We’re excited to scale Party Mountain and put more glasses on faces," said Mariel Cummins, SVP of client partnership for Retail, DEPT®. "As an agency, we’re thrilled to partner with a brand as dynamic and forward-thinking as Pit Viper, and work with their team to deliver memorable experiences for Pit Viper's global community."

DEPT® continues to expand its U.S. operation, which already represents 50% of the agency’s $500M+ 2023 revenues. With a team of 1,500+ based, in the last 12 months, the digital agency added several new clients to its roster like Netflix, DoorDash, United Airlines, Canva, and Logitech, and grew relationships with existing clients like eBay, Meta, Moodys, and Google. Recently, the B-Corp-certified agency was recognized as one of Newsweek America's Greatest Workplaces for Diversity 2024 and Greatest Workplaces for Women.