Media was something people watched, listened to or read. Today, media is something people do. From their friends and family to their money to their favourite brands, media is how people connect with the things that matter most to them. We’re inspired by this. But in this new era of media, figuring out what works means doing things differently. So that’s what we do. UM Australia is a communications council. We champion the best way to solve marketing problems creatively by applying (human and machine) intelligence. The harder the challenge, the better we get – and better doesn’t happen on our own.