Agency Report Card 2018: UM

March 19, 2019 | Share this article

UM had a commendable year, with note-worthy efforts in billings, creativity and a revamped data agenda.

UM presented a fairly convincing case for being the leader of IPG’s media agency brands last year, as its global acquisition of Acxiom Marketing Solutions allowed UM time to reinvent itself in business analytics. In APAC, the Acxiom purchase will fast-track the building of IPG’s AMP (UM’s data leverage) tool in Japan, China, and Australia. The agency’s successful pitch for American Express across five key markets in Asia was revealing as a measure of the depth of data and technology skills desired by top clients.

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