UM has added a new client to its roster: Movember has selected UM as its new media agency of record for the Canadian market. UM will handle media planning and buying for the Canadian operations of the global men’s health charity, and is already working on its fall campaign.

Marketing director Karli Kirkpatrick says the charity has significant growth plans for 2019, and it’s looking to achieve that through a data-driven media strategy.

Shelley Smit, president of UM, said in a statement that UM’s strategy is to focus on relevant data and insights in order to better influence consumer behaviour.

Read the full article in Media in Canada here.