UM and Liberté celebrated the brand’s 90th anniversary with a multi-platform campaign, Taste, Always. The integrated rollout combines traditional prime-time TV with connected TV placements on Ici Tou.TV, TVA+, Netflix, Prime Video and Fire TV, complemented by social amplification on Meta, TikTok and Pinterest. For the first time, UM Canada is leveraging pause ads in
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UM and FreshCo are bringing the brand’s “That’s Fresh” platform to life with a fully integrated, multi-channel campaign. FreshCo’s iconic dancing duo takes centre stage in stores, highlighting lowest-price guarantees and Compliments offerings, while targeted multicultural adaptations focus on Hinglish, Mandarin and Cantonese audiences. The media strategy spans cinema, CTV, DOOH, Meta, TikTok, YouTube/OLV and
Jeenal Patel, VP, Strategy, UM, has been selected to judge the 2026 Campaign Canada Agency of the Year Awards. She will team up with industry leaders from across the country to choose the top contenders in the media category. These awards celebrate the best in Canadian-led insight, innovation, strategy, and creativity and the agency leaders
UM and FanDuel team up to highlight one of the Super Bowl’s most unpredictable moments, the coin toss, through the brand’s “Flip of Destiny” pop-up at Toronto’s Union Station. Visitors were able to step under the arches of the pop-up to make their heads-or-tails selection. All part of FanDuel’s “Fanuary,” a month-long Super Bowl initiative
UM and Twizzlers are extending the brand’s presence beyond its traditional summer push, capitalizing on football season and the lead-up to the Super Bowl with a full-funnel, omni-channel strategy designed to win game-day snack tables nationwide. The Hershey Canada brand campaign activated across retail and digital touchpoints with a “keeping the fun going” message, positioning
UM and McCain Foods are rallying Canadians behind Team Canada with a national campaign that positions fries as a symbol of unity ahead of the Milano-Cortina 2026 Winter Olympics. The campaign launches a four-year partnership with the Canadian Olympic Committee, naming McCain the official French fry partner through the Los Angeles 2028 Games. Anchored in
UM is helping BMO on its annual adventure during Bye Bye 2025 – an annual New Year’s Eve Quebec comedy special broadcast by Ici Radio-Canada Télé. This year’s spot featured the BMO help desk that comes to the rescue of Santa Claus, helping him travel from the North Pole and into Quebec living rooms when his
UM along with Sobeys and Farm Boy are using the Milano Cortina Games to highlight the brands six-year partnership with Team Canada and ways the brands, and the foods they provide, support athletes, families and communities during major national moments. This new iteration of the “Feed the Dream” campaign builds on the platform established during
Looking ahead to 2026, Ben Seaton, CEO, UM Canada, and Richard Fofana, EVP Strategy, UM Canada, take stock of the trends that will shape the year and the opportunities that media will offer advertisers. Ben and Richard discuss how the media industry must shift from prioritizing mere efficiency and short-term tactics to embracing bold creativity, strategic
UM was recognized six times at the 2025 Festival of Media North America Awards (FOMNA), securing one Gold and five Highly Commended trophies for groundbreaking work across four powerful client campaigns. These wins reflect our inspiring ideas, seamless collaboration, and the impact we create alongside our clients and partners. The FOMNA Awards are one of