UM Is Ad Age’s 2016 Media Agency of the Year

January 25, 2016 | Share this article


It was 1 a.m., and a handful of UM staffers, including the global CEO, were sitting on the floor of a windowless room surrounded by charts and data points. At that moment, the team came up with its big idea for the final Coca-Cola pitch. Bolstered by all the data they had been studying, that final aha moment helped UM prevail in one of the most-coveted media agency reviews during an unprecedentedly busy time for the agency.

“In every pitch, there’s a moment when you’re all sitting on the floor and you’re trying to crack something,” said Daryl Lee, the global CEO. “Business analytics had given us a lot of information to consider, but we had to choose a lane. With something like a Coca-Cola, a brand that appeals to everyone, it was like, ‘Let’s choose the audience that will be the most valuable and interesting to Coke and not just go the conventional route.’ You know that’s when you’re going to have a breakthrough, because you’ve given up all agendas.”

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