MEL Named Agency of Record for BrandsMart USA

Culture-first creative agency MEL, founded by Luis Miguel Messianu, has been named Agency of Record for BrandsMart USA, one of the leading independent electronics and appliance retailers in the Southeast and among the largest appliance retailers in the United States.

As part of the partnership, MEL will oversee the development of brand strategy, creative and content as BrandsMart USA continues to expand its vast selection of merchandise and category offerings while maintaining its commitment to competitive pricing. The collaboration comes as the retailer continues to grow both online and in-store across the region.

“Having BrandsMart as AOR is a point of pride since many at MEL grew up in Miami,” said Messianu, Founder and Chief Creative Officer of MEL. “We look forward to elevating the brand’s connection to shoppers as its business continues to grow.”

For MEL, the partnership also carries a personal dimension. Messianu noted that BrandsMart has long been part of the Miami community.

“It’s a beloved brand here in Miami,” he said. “For me it’s personal—I bought my first TVs and appliances there when I first moved to the city. I used to take weekend trips just to look around the store. When it goes beyond business and there’s an emotional connection to the brand, that’s very powerful.”

BrandsMart USA selected MEL as it continues to strengthen its market presence and connect more deeply with consumers in a highly competitive electronics retail landscape.

“We’re excited to work with MEL to bring forward the essence of the BrandsMart brand in a way that stays true to who we are,” said Rob O’Connell, Chief Operating Officer of BrandsMart USA. “It’s about honoring our connection to the community and clearly communicating the value we provide every day.”

Messianu said MEL’s culture-first approach will play a key role in shaping the brand’s next chapter.

“Our promise as an agency is big, bold and effective culture-first creativity,” he said. “Being independent allows us to move quickly and react to culture in real time while staying grounded in a strong brand strategy.”

The agency also sees opportunities to strengthen the emotional bond between the retailer and its customers as consumer expectations around retail and technology continue to evolve.

“There’s always a balance between art and science,” Messianu said. “Technology and AI can help increase speed and efficiency, but the real magic happens in the emotional connection people build with brands. That’s what turns a store into something that becomes part of your life.”

Looking ahead, MEL aims to help BrandsMart elevate its brand positioning while supporting its continued expansion.

“Our approach is simple: elevate,” Messianu said. “We’re in the business of elevating people, elevating brands and elevating conversations. If we can help elevate BrandsMart beyond just great prices and great brands—and make it the first place people think of when they need electronics or appliances—then we’ve done our job.”

BrandsMart USA is a multi-award-winning consumer electronics retailer known for offering a wide selection of products, from televisions and mobile devices to home theater equipment, appliances and furniture. Each store carries thousands of items, with nearly 50,000 products available across categories, providing customers with extensive choice and competitive pricing.