Hims & Hers: Partnership

The leadership read

Hims & Hers entered 2025 spending $237 million on measured media and exited it having cut that figure to $198 million, a 17% reduction that reframes this review. The shift from Tinuiti to PMG is not simply a competitive win for one independent; it marks a deliberate reset of how the company allocates media at reduced scale. Tinuiti built the Super Bowl relationship. PMG brings a stronger orientation toward full-funnel performance and premium digital environments. The operational commitment is to do more with less, which puts media efficiency and attribution rigor at the center of the new agency relationship from day one. This is one of twelve partnership signals we have tracked in the last 90 days across consumer health and direct-to-consumer media categories, though the related set here is thin on direct comparables. The cleaner parallel lives inside the broader agency review wave: IBM ending a 32-year Ogilvy relationship, Microsoft Copilot moving to Droga5, Levi's dissolving its AOR model entirely. The through-line is brands reorienting agency relationships around performance accountability and creative precision as total spend compresses. Companies at Hims & Hers' stage of DTC maturity, high media intensity, margin pressure, regulatory scrutiny on health claims, face concentrated demand for commercial leadership capable of operating at the intersection of performance marketing, brand stewardship, and compliant messaging. The market is moving toward operators who can govern agency ecosystems rather than simply manage single-agency mandates.