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
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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
UM and Sobeys bring a little cheer to the holidays in Atlantic Canada, bringing back the iconic “Star of Christmas” jingle in a meaningful way. The Star of Christmas musical e-card is a free, digital holiday greeting from Sobeys and Foodland that brings nostalgia, generosity, and community spirit together. For every e-card emailed, downloaded or
We are thrilled to share that Ben Seaton, CEO, UM Canada has been named Strategy’s 2025 Media Leader of the Year, an accolade that honours executives who shape the future of media through vision, influence, and meaningful industry impact. The award recognizes leaders who elevate teams, champion innovation, and set new standards for strategic excellence.
UM’s groundbreaking work for incredible clients, including Henkel, Boston Pizza, Sobeys, SKIP, BMO, and Tylenol, was recognized at the 2025 Media Innovation Awards (MIAs). UM secured 13 wins across seven stellar campaigns – a testament to the power of bold ideas, brilliant collaboration, and executional excellence to drive business. The MIAs are Canada’s premium media industry
Economic uncertainty is reshaping how Canadians spend, and how brands need to respond. In his article for The Drum, Richard Fofana, Executive Vice President, Strategy, UM Canada, explores how marketers can navigate a downturn by leaning into culturally attuned, distinctive, and value-driven strategies. He highlights practical approaches for cutting through market volatility, engaging consumers meaningfully,