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.

Marc Pritchard made an important call to arms recently with his challenge to digital advertising to clean up its act. His charge, that we have embraced all the benefits of digital advertising without really addressing the downsides, requires every serious player in the industry to respond.

The issue is not just that digital advertising needs to heed the same standards as its more established siblings. The deeper issue is that the digital advertising model is increasingly audience-driven — we buy custom audiences either directly or through automated exchanges, without making a distinction about where those audiences are found.

As we shift to a media model that is purely audience-driven, and where editorial context is not considered, we risk placing brands in environments where they can come to serious harm.

While traditional media buying dynamics seemingly remain unchanged, the foundations on which they have been built are collapsing and new foundations are being simultaneously erected. In my new series of Legends & Leaders video interviews, you will be surprised to find a media industry that has a clear grasp of its challenges, is in the

IPG Mediabrands has received an impressive total of 30 shortlists for the upcoming Festival of Media Global Awards. Coming off a strong showing at Festival of Media APAC awards, this is more testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by UM, Initiative, Cadreon and Ansible. Section Category Entry title

“This phenomenon is only going to increase, because the big thing happening in media is audience-driven planning and buying,” said UM global CEO Daryl Lee, explaining that many ad platforms built to track consumers online are “agnostic about whether they appear on a good site or a neo-Nazi site.” He referenced a recent scandal over a Jaguar ad that ran before a pro-ISIS YouTube video in the U.K., leading to boycotts and a promise from Google chief business officer Philipp Schindler to develop “expanded safeguards for advertisers.”

The Festival of Media APAC 2017 award winners have been released and IPG Mediabrands once again demonstrated its dynamism, collecting 13 awards for our best-in-class work. UM and Initiative combined to earn four gold, seven silver and two bronze for cases from Australia, India, Malaysia and Thailand. UM Sydney’s “The Late Shift” for New South

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Joshua Lowcock, executive vice president and chief digital officer at UM Worldwide.

Despite what you may have been led to believe, the real problem facing the digital industry is not ad fraud. The real problem is identity, compounded by the lack of quality and integrity put into verifying audience data.

If the industry put more effort into verifying identity and audience data, not only would ad fraud be less of a problem, but digital overall would achieve a better ROI.

Fraud exists in advertising for the same reason it exists anywhere: the failure to authenticate identity. Frank Abagnale, of “Catch Me If You Can” fame, started his criminal career by using false identities. Today, it’s even easier, according to Abagnale: “What I did in my youth is hundreds of times easier today. Technology breeds crime.”

It is the claim that has been made year after year – to the point of becoming an industry joke. So when did the ‘year of mobile’ really take place? 2007, when the iPhone was first released? 2012, when many markets first began benefitting from 4G data speeds?

Daryl Lee, global chief executive of IPG Mediabrands agency UM, has a different answer – and one he is aware may incite a smattering of ridicule. “Every year we say this, but I think it is true: this will be the year of mobile,” he says.

Hear him out. With audiences drinking in information and entertainment by the gallon on their smartphones, and the likes of Snapchat, Twitter and Facebook focused on developing mobile video products, Lee argues that 2017 will be the year that agencies must prove mobile advertising works – both to marketers and sceptical consumers.

“I don’t want to go down as the person who always says, ‘It’s the year of mobile,’ but I haven’t said it before. I think it will be this year, and we will have to prove that mobile will be good for marketing, and not just a utility that provides you the last offer you need before you move into a store.”

UM’s ninth annual Wave study has found that advertisers must understand the emotional needs of their customers in order to make a meaningful connection online.

The global Wave 9: The Meaning of Moments study, which surveyed over 52,000 people in 78 countries, analysed over 60 billion online consumer interactions.

This year’s study shows that 85% of worldwide social media users spend time actively managing their network profile, with 40% of people less likely to see social networks as places for fun and entertainment compared to seven years ago.