Accenture Taps UM as Global Media AOR

April 20, 2017 | Share this article

Accenture has named UM as its new global media agency of record, replacing incumbent MEC.

UM, part of IPG Mediabrands, will take on media buying and planning for the global professional services company. Roxanne Taylor, Accenture’s chief marketing and communications officer, said the company works with a team of different agencies, including TBWA Worldwide, DigitasLBi, Landor and Interbrand. She said UM fit well into that integrated team.

“I really like the fact that they’re able to help us hyper-customize and personalize and target content to engage our different key audiences,” she said. She said those audiences include clients, employees and potential recruits.

Kasha Cacy, UM’s U.S. CEO, said part of her firm’s work with Accenture will be putting relevant information into the hands of its target audiences at the right moment. “If you think about a C-level executive as they go throughout their day, there’s going to be moments where they are ready to lean in and learn about something and moments when they need bite-sized type information,” she said.

“There are also going to be triggers in the marketplace, big news happens with either a technology or a client, where there’s going to be news and information that is super relevant. The strategy we have with Accenture is how do we deliver the exact right topic of information in the right format that the C-level exec is ready to consume at the moment when they’re going to be most interested in consuming it.”

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