As the FIFA World Cup 2026 approaches, UM Canada’s Ryan Hunter, EVP, Client Business Partner, UM Canada, emphasizes the importance of strategic flexibility in sports marketing. “We are seeing clients deploy a more balanced approach where sports are viewed as an anchor in their planning and carved out as a commitment from their annual budget,
News
UM and Royale collaborated to bring the brand’s bold new creative platform, “There for All,” to Canadian consumers. With over 60 years of heritage, Royale launched this unifying vision to showcase its commitment to people, communities, and the environment. UM led the media strategy and buy for the launch, ensuring maximum reach and impact across
UM and Boston Pizza tapped into Canadian hockey superstition over the playoff season with “The Hockey Gods,” a comedic campaign aimed at ending the country’s long Cup drought through a little divine intervention. A 30-second hero spot opens on an ordinary street before transforming into surreal chaos, thunder like goal horns, red-lit skies, and hockey
At UM Canada, we know an inclusive strategy starts long before a campaign goes live. It begins with understanding the evolving realities of the audiences their clients’ brands serve every day. In her latest WARC piece, Katey Gault, VP of Strategy at UM, explores key lessons from Canada’s BIPOC Inclusion Hackathon—hosted by the Account Planning
UM and Reese’s Canada are blending confectionery and sneaker culture through a consumer giveaway created in collaboration with Canadian artist Inked Out Kicks to celebrate two new Reese’s Big Cup flavours. The campaign included a contest that awarded 10 winners custom-designed sneakers inspired by the limited-time strawberry and marshmallow SKUs. The launch was supported by
Women’s sports in Canada are entering a new growth phase, with rising investment and evolving audience behaviours expanding opportunities for advertisers. But the bigger shift is how audiences are being measured. As viewing fragments across streaming, social and highlights, traditional metrics are undercounting engagement. Including digital audiences, leagues like the PWHL, NSL and WNBA are
UM and Factor Canada are shifting performance marketing away from highlight-reel moments and toward the routines that make them possible. In a new year-long partnership with Toronto Blue Jays infielder Ernie Clement, the ready-to-eat meal brand anchors its story in the demands of a 162-game MLB season. A 30-second spot highlights Clement’s disciplined approach to
UM and Twizzlers tapped into the viral “dirty soda” craze with Twizzlers Straws, a playful new format designed to bring customized, café-style soda hacks into everyday homes. Inspired by TikTok’s endlessly remixable drinks that blend carbonated soda with coffee creamer and flavoured syrups, the launch positions Twizzlers as both ingredient and straw-like stirrer for indulgent
UM and Boston Pizza are taking aim at the chaos of fast-food lunches with their latest Hungry for BP campaign; Fast lunch doesn’t have to mean fast food. The creative leans into everyday “crime scenes” of rushed meals—sauce-stained ties, salt-dusted steering wheels, and desk clutter—positioning BP as the ultimate midday sanctuary for Canadians seeking real food on a
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