Hershey Canada’s Reese’s Peanut Butter Cup is asking consumers how they feel about the smudge of chocolate and peanut butter left behind in the wrapper. Do they prefer their wrapper clean or sticky? The media campaign, led by UM, leveraged TV, OOH billboards, social media engagement through Director’s mix, Facebook polling, and TikTok’s new-to-market
Category: UM in the News
According to a recent WARC and GWI research study, excessive ad frequency is more likely to have a negative impact on how consumers view a brand than if those ads were placed around unsafe content. Yet it’s challenging for media planners to have a clear view of ad frequency due to market fragmentation, measurement gaps,
A new Canadian study – Peak Openness: Leveraging Digital to Reach People When Most Willing to Consider – released by Spotify and IPG’s Magna, with support from UM, shows that consumers are more receptive to podcast advertising than TV advertising. The Canadian study of over 2,300 participants, found that 59% are receptive to podcasts ads versus only
According to the latest analysis by RECMA, UM Canada is among the world’s most competitive agencies to face in a pitch. The research firm compiled a list of only 16 agencies – out of the 719 RECMA evaluated – whose “Compitches” scores over the last three years totaled between 13 and 15 points, with the
In a year of tremendous change, UM chose to confront the unknown with forward-thinking initiatives including data-driven learning, a commitment to training, and a robust kit of new media innovation tools. It’s all part of what the agency calls its ‘futureproofing’ of people, culture, and work. While all these initiatives are designed to help clients
UM teamed up with Henkel to launch, Dial Clean & Gentle, a product line with a range of body wash and hand soap made with gentle and hypoallergenic formulas. UM led on media strategy for this campaign, including closed-caption ads on specialty TV channels paired with online video on social media. Click here to read
At this year’s Shopper Innovation + Activation Awards, UM was awarded six medals for their ground-breaking work across four clients, Sobeys, BMO, and Sinai Health. This industry recognition is a true testament to UM’s breakthrough achievements spanning retail, brand activation, and experiential strategy. Click here to read more.
“Feed the Dream” is a large integrated effort ahead of the Games that includes activations across TV, online video, OOH, social and digital, as well as Canadian Olympic Committee branding on the grocer’s private label offerings, fleet trucks, shopping bags, and in-store end cap displays. The campaign invites Canadians to send messages of support and best
Campaign has revealed the shortlist and winners for its second annual global Agency of the Year awards. UM took home the top media agency award, and global CEO Eileen Kiernan was recognized as a finalist in the agency leader category. UM was celebrated for reimagining the traditional agency model, driven by a unique commitment to Futureproofing clients’
With audiences for shows like the Oscars, Globes, Grammys, and even the Super Bowl declining over the past few years, Dan Zangrando, VP, investments at UM offers perspective on what value do these events provide for advertisers moving forward. Declining numbers aside, live tentpole events continue to be a venue for big brands and high-priced