UM China has signed a new partnership with Tetra Pak China, allowing UM to represent the famous food packaging giant in one of its fastest growing markets. Tetra Pak China is the well-known system provider of integrated solutions in food processing, packaging and distribution.
Tetra Pak’s leadership team was searching for a media partner to optimize its planning and buying that matched fundamental media skills with innovative ideas. UM‘s insight and expertise again beat out leading competitors–four in total– in a one round pitch for this client.
Although the pitch took place during the Chinese New Year season, the UM China team worked diligently with great internal collaboration between tactical TV planning, print and the OOH teams.
Cary Huang, Managing Director of UM China, is delighted with this new client explaining, “Almost everyone has come into contact with one of Tetra Pak’s products. It is an honor to work with a company so established and well-known and have the chance to bring our own agency innovation to build on such an established foundation.”
UM U.S. was awarded the Macaroni Grill Restaurant business, making it our second account within the Ignite Restaurant Group’s portfolio of family restaurants. Last year, UM U.S. won the Joe’s Crab Shack business, which also falls within the portfolio. Due to UM’s existing strong relationship with Joe’s Crab Shack, the Macaroni Grill Restaurant decided to join UM’s client roster. The account will be managed out of the New York office.
UM London will launch an exciting multi-media campaign for newly added client, Fuller’s Brewery. The campaign, called ‘Made of London,’ focuses on the brewery’s well-loved ale brand, London Pride. The launch of ‘Made in London’ marks the first activity UM London has delivered for Fuller’s since picking up the business at the start of this year.
The campaign strategy is to “Inspire Discovery” of London Pride through unique and engaging storytelling about the beer brand, utilizing print, outdoor and digital within the London market.
A strong outdoor focus will be used to reach high numbers of London Pride’s target commuter audience, with multiple sites across the London Underground and key locations within the M25.
Furthermore, the execution will be complimented by a burst of proximity OOH media to drive transactions in pubs, which will deliver a simple and more direct message as people are out and about and considering going for a drink.
Rob Bellass, Managing Partner, Client Services, at UM London, said, “To inspire and persuade people to buy London Pride regularly, our media has to get into their heads, their hearts and ultimately on to their lips by weaving itself into the fabric of their London life. Fuller’s is a brand with some brilliant stories – and we can’t wait to get them out there to Londoners.”
UM Columbia won the Grand Effie for their “Bootleg Version” campaign at the Colombian Effie Awards taking home the highest award of the night and winning over the 250 cases registered in the Colombian competition.
In 2012 when the movie “El Cartel De Los Sapos” was due to premier in Colombia, UM had to make some bold moves to create buzz for the movie while also shining a light on the damage movie piracy causes. With a very limited budget, they created a fake DVD of the movie and posed actors as bootleggers on the street. When Colombians viewed the DVD they found themselves viewing an anti-piracy message from the two main characters from the film. The “Bootleg Version” campaign is one of the most successful campaigns for UM and has been awarded many times since its launch.
At the North American Effie awards, UM New York was awarded for their outstanding work on the “Priceless New York” campaign. The UM MasterCard team was recognized with a Bronze Effie in the Financial Cards category.
The “Priceless New York” campaign curated a program offering local experiences for MasterCard holders across food, fashion, music and arts by working with local partners to build an ‘experience engine.’ UM New York was also credited for their partnership on Johnson & Johnson’s “Healing a Profession from the Inside-Out” campaign that received a Silver Effie in the Good Works category.
At the Effie gala in Turkey, UM took home EIGHT awards – four gold, one silver and three bronze.
Gold Pınar Labneli-Obama
Gold Yeni Rakı-Bi Büyük Sofra – Mey / Diageo
Gold Istanblue-Şehrin T Kendisi – Mey / Diageo
Gold Coca – Cola “Gerçek Mutluluklar” – Coca-Cola
Silver Mogaz Git Git Bitmez – Mogaz
Bronze Markafonik Aşk Markafoni
Bronze Beko Aile Kampanyası – Beko
Bronze Aygaz Otogaz Takip – Aygaz
The Effies are one of the highest regarded awards in the industry, and recognize all forms of marketing communication that contribute to a brand’s success.
UM Australia was named “Media Agency of the Year” by ALL of Australia’s leading advertising and marketing publications– B&T Magazine, AdNews Magazine and mUmbrella. This is the first time any agency has claimed all three #1 rankings in the same year! AdNews also ranked UM Australia as the #1 network and UM Sydney as the #1 office in 2012 in their third annual agency rankings issue.
UM Australia also recently celebrated an award win at Festival of Media Asia for “Best Communications Strategy” for their work on “McDonald’s Gets Grilled.” Yes& UM Australia was the only media agency to place in the top five of the creative agency rankings in the Agency of the Year category, beating Droga5, Leo Burnett, M&C Saatchi and DDB.
Read “Behind the Doors of…UM” featuring Mat Baxter, CEO of UM Australia, to hear more about what’s going on at UM Australia.
UM Peru was recognized by the Asociación Nacional de Anunciantes del Perú (ANDA, National Advertisers Association of Peru) as the Best Media Agency. ANDA Awards recognize the best companies in the communications and marketing industry, who excel in their approaches, effectiveness and business results.
The National Association of Advertisers in Peru brings together the leading companies investing in advertising in Peru and those who also maintain a stream of marketing and business communication in the country.
“We are extremely proud of this recognition. I share, not only with those who worked on the case presented, but with the entire UM team. Winning an ANDA is further evidence that, as expressed by our motto, ‘curiosity works’, as it allows us to find the best idea for a proposal and that’s our biggest engine in the work we do every day for our customers,” said Marisa Cavero, Managing Director of UM Peru.