UM

UM Tops In Latest RECMA New Business Trend Report

November 16, 2016 | Share this article

UM, the IPG Mediabrands agency, has been named RECMA’s top global agency for New Business Momentum in the media agency tracker’s latest Trends Analysis Report.

Ranked by the success rate of both new business generation and pitch defenses, UM outscored its nearest competitor by 11 points to earn the No.1 rank. Some of the agency’s wins this year include GoPro and Tourism Australia (Global), Sony Pictures (NA), Sony Electronics (US and China) and General Mills (China).

In what might be the one of the most interesting ways to introduce Tata Motors’ flagship brand Hexa, Lodestar UM, part of media agency conglomerate IPG Mediabrands, has created India’s first carpool karaoke with the star cast of the upcoming Bollywood blockbuster Rock on 2.

Lodestar UM Studios – the content division of the agency proposed the idea of doing India’s first car pool karaoke which got the client and Rock On 2 stars really excited. The swanky new Hexa was rigged with 12 cameras to capture all angles of the fun and excitement within. The track was loaded on Hexa’s hi-end infotainment system equipped with 10 JBL speakers and what followed was an awesome experience. The stars drove around the Bandra, they jammed, playing drums and air guitars, doing a high energy karaoke on their famous title track. The ride ended with them jamming and driving to the trailer launch event of Rock On 2 at the amphitheater in Bandra.

Top Industry Talent Joins UM Sydney

November 9, 2016 | Share this article

UM Sydney has hired two of Australia’s media stars, Max Broer (pictured left) and David Toussaint (right), as strategy directors. Both have already achieved wide recognition in industry awards forums.

“David and Max will elevate our strategy capabilities immensely, not just because they are top of the class executives, but they each have greatly varied experiences in their previous roles that complement our creative connections positioning,” said UM Australia chief strategy officer Sophie Price (pictured above centre).

Toussaint joins UM Sydney as strategy director on Coca-Cola. He was most recently at MediaCom Australia as a strategy director on FMCG clients.

Kathy Doyle and the Art of Mentoring

November 2, 2016 | Share this article

I sat down with Kathy to talk about her experiences in helping others and how that has shaped her views on her career and her life.

Charlene Weisler: Kathy, what is your definition of a mentor?

Kathy Doyle: I believe that it is primarily leading by example, being a resource, being an advisor in different situations and a teacher who provides actionable advice. I would say that at its core, being a mentor is about being a counselling teacher.

Charlene: How does one get started in becoming a mentor? What is the right approach?

Kathy: I am overly sensitive about not naming myself as a mentor to a specific person and am very cautious when someone says to me, “I want to be your mentor.” It’s important that the feelings of respect are mutual. I would say that I am very approachable to becoming someone’s mentor, but I would not necessarily initiate that relationship.

Taking Brand Australia to the world

October 31, 2016 | Share this article

Selling Australia to the rest of the world can, paradoxically, be one of the easiest and most difficult briefs in the country at the same time.

On one hand; beautiful beaches, landscapes, food, wildlife and people … not the hardest of sells.

On the other hand, with taxpayer money funding Tourism Australia and a population that will scrutinise every detail of how they and their country are marketed to the world, the spotlight is definitely bright.

Last month, IPG Mediabrands’ UM Australia was confirmed as Tourism Australia’s new media buyer, joining creative agency Clemenger BBDO as the tourism body’s agency partners.

Tourism Australia chief executive John O’Sullivan told The Australian Financial Review the change will bring an increased focus on targeted marketing.

“For organisations like us it’s becoming a real challenge around how do we effectively target those end consumers and particularly in the context that we’re taxpayer funded, we have to be very very efficient in the way we do that,” he said.

Natalie Monbiot is responsible for cultivating creativity amongst the strategy team, ensuring that the agency is at the forefront of technological and social advancements. Most notably, Monbiot spearheaded the launch of the first ever AI Messaging program in Facebook Messenger in conjunction with the Sony Pictures production Goosebumps! Other notable accomplishments include: aiding in the development an automotive messenger program for BMW, developing the latest version of UM’s planning process and assisting on innovative pitches for BMW/Mini and H&M. Monbiot’s influence isn’t just limited to technological innovations, but her digital mastery and foresight has made her a sought after panelist for prestigious industry events.

UM makes Lego the star of this year’s MFA Awards

October 14, 2016 | Share this article

UM’s ‘Make Lego the Star of Christmas’ was the star of the MFA Awards, picking up three awards and the Grand Prix.

The hit campaign, executed with partners Ensemble and One Green Bean, encouraged families across the country to design their own Lego Christmas tree topper with winning designs featured on a Lego TV ad.

It netted a gong in the IT and Consumer Durables category; Best Media Innovation; Best Integrated Paid, Owned and Earned Communications; and the Grand Prix.

Karen Hunt, President, West Coast Region, UM

Karen Hunt doesn’t miss the good old days of gut-instinct movie marketing, but she’s glad she saw it firsthand so she can fully appreciate today’s near-scientific approach.

“The biggest difference between then and now is data—and it’s informing every part of the planning and marketing process,” says Hunt, president of UM’s West Coast region, who launched her career as an assistant media buyer more than 20 years ago at DDB Needham. “We have better data, and that feeds better art, which leads to better outcomes.”