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UM and McCann Detroit Win Bob Evans Farms Business

October 4, 2016 | Share this article

BEF Foods, the grocery products division of Bob Evans Farms, named McCann Detroit as its creative and shopper marketing agency of record, following a review. The agency will handle the brand’s grocery segment of refrigerated and frozen convenience foods.

In addition, Universal McCann, IPG Mediabrands’ media agency, was named media buying agency for BEF Foods, responsible for traditional and digital media as well as search and paid social. The agency will work with McCann Detroit on brand strategy.

UM Awarded Nine Medals (Three Gold) at IAB MIXX Awards

September 28, 2016 | Share this article

The Interactive Advertising Bureau (IAB) revealed the recipients of the international 2016 IAB MIXX Awards at an annual dinner and celebration honoring today’s best and brightest in digital advertising/interactive marketing. The biggest accolade of the evening went to REI and Venables Bell & Partners, which took the coveted Best-in-Show for “#OptOutside,” a viral social media campaign inspiring consumers to take part in outdoor activities instead of retail shopping on Black Friday—a message further enforced by REI’s day-of store closure.

Lockheed Martin, McCann, UM New York, Weber Shandwick, Momentum Worldwide, and Framestore VR Studio earned the Special Mention for Technology…Re-Imagined award, specifically created this year to honor “The Field Trip to Mars.” The honor recognizes the campaign for its first-of-its-kind innovative execution that transforms a school bus into an immersive virtual reality experience and adds a dimension of making VR “social,” something the jury, comprised of experts in creativity, brand and media, believes is fundamental to the future of digital marketing.

Gennaro Palma Appointed Digital Business Director, UM

September 23, 2016 | Share this article

UM, global communications network of the IPG group Mediabrands, has recently strengthened its structure with the entry of Gennaro Palma in the role of digital business director, reporting directly to the general manager Carlo Messori Roncaglia.

Palma has over 15 years of experience in the digital world, during which he had the opportunity to observe and experience the evolution of this sector from different points of view. In his professional career he was involved in digital content design and management as well as engineering design and selection of technology options with high added value. He has got to also work in the field of social media, also taking care of web reputation and consumer engagement.

Cadreon & UM leveraged unique data and innovative technology for BMW to target a niche audience at the right moments when they were considering buying a luxury vehicle. Our strategy enabled us to efficiently target and drive physical action.

This hyper-local mobile campaign produced a 112.8% lift in BMW dealership visits (equating to 334,548 incremental visits). According to Placed, this was one of the best performing auto campaigns in 2015.

Now that the ad industry has come to a consensus that the currency of digital media-buying should be based on human, “viewable” impressions, industry execs are turning their attention to, well, attention. And the time people give to digital advertising. That was the focus of a one-day event in New York City Wednesday — the aptly named Conference on Time and Attention — which also took place, aptly, in Time Inc.’s auditorium in Lower Manhattan.

“It’s something that is evolving,” UM Worldwide Senior Vice President-Digital Innovations and Investment Erin Rech said during a panel examining the media-buying and planning implications of shifting to time-based and attention metrics. “We are learning more and more how not only viewability matters, but time and attention.”

Rech noted that it has already become a factor in “branded content” strategies and executions, and that agencies are just beginning to factor it into media planning and starting to think about how it impacts “your reach and frequency goals.”

NEW YORK, Sept. 21, 2016 — Chegg, the Student Hub, and global media agency, UM, recently collaborated to better understand how today’s 18 to 24 year-olds are impacted by defining moments during their college years – a major transition period. The study, entitled “College Matters,” defines these critical moments and reveals how brands can meaningfully engage and connect with this audience. Chegg and UM will jointly present the findings at the Youth Marketing Strategy conference in New York City on September 21, 2016.

“Becoming a college student and subsequently entering the ‘real-world’ are pivotal, transitional times for young adults,” said Mitch Spolan, EVP of Brand Partnerships at Chegg. “By surveying this audience, we uncovered how brands can support and engage college students, a large cohort of future consumers with great future spending power, in a memorable way during key periods in their life.”

Students experience a series of defining moments throughout their college careers, starting with the application process for admission.

Regardless of their year in school, many of the most meaningful moments for college students typically occur early in their college journey. When asked to think about their most significant experiences over the past several years:

— 76% remembered the first college that accepted them
— 75% reported doing well on their first test
— And 71% acknowledged getting their first bad grade

Tourism Australia has confirmed the appointment of UM Australia, a subsidiary of IPG Mediabrands Australia, to handle its global media planning and buying requirements, following a competitive global tender process.

The appointment follows the expiry of Tourism Australia’s existing contract with OMD after a period of five years. The new arrangements will run for two years with options to extend for a further three years.

Tourism Australia managing director John O’Sullivan, said that media planning and buying were more important than ever in driving the execution of its global marketing strategy.

A spurt in advertising activity has led to an interesting fallout – the number of creative and media accounts that have been pitched for this year has also increased as advertisers seek new agency partners.

According to industry estimates, at least $800 million (Rs 5,360 crore) worth of advertising business has changed hands this year. While the trend began last year with almost $1 billion (Rs 6,700 crore) worth of advertising business changing hands, the pace could pick up in the coming months, say experts.

“Last year was dubbed as the ‘mediapalooza’ globally as advertisers put their business up for review. The ripples of this trend were felt in India as well since accounts are distributed as per global alignments. The trend has continued into this year and should remain for a while, though the pace could vary,” says Ashish Bhasin, chairman & chief executive, South Asia, Dentsu Aegis Network.

As students across the country head back to school after a few months of relaxation, global media agency UM partnered with Chegg to help brands better understand how they can connect with 18 to 24-year-olds as they make the transition away from beach vacations and back to papers and exams.

For brands looking to target this group, who will spend $163 billion on non-essential items in the next year, connecting with them as they head back to campus is important, but UM’s study found that the back-to-school season isn’t the only time to make an impact with college students. There are other key milestones and times when brands can connect.

Of the roughly 600 students surveyed by Chegg, 75 percent identified doing well on their first test as a milestone, while 71 percent said getting their first bad grade is another meaningful moment. Other milestones include the first set of final exams, moving into a dorm and registering for classes.