UM, a global media agency network of IPG Mediabrands, today launched its new ‘Full Colour Media’ proposition and philosophy. 

Designed to revolutionize the way marketers build brands in the era of AI, Full Colour Media heralds a new set of behaviours, approaches and products across UM’s global network – embedding a powerful, new growth engine for brands to stand out in a crowded market and unlock their growth potential.

“Full Colour Media is an omni-channel planning proposition designed to combat the existential threat of brands becoming bland. It unlocks the power of human ingenuity in a world where AI’s normative mechanic threatens not just a race to the bottom but a race to the mean. To win the growth race for our valued clients, we need strategies that Stand Against Bland”, said Susan Kingston-Brown, Global Brand President, UM. 

Full Colour Media is underpinned by a groundbreaking body of custom research on brand building in the era of AI. Conducted with over 10,000 brands and 5 million data points, in partnership with Oxford University and professor Felipe Thomaz, the research culminated in a bespoke ‘Brand Patterns’ marketing theory and proprietary model designed to grow and differentiate brands. 

“As leaders in the media space, UM has always seen its role as a topline growth driver for brands,” said Ben Seaton, CEO, UM Canada. “Full Colour is the start of a Renaissance in media. We now have an even greater ability to provide marketers with powerful insights that unlock new paths to growth for their brands. It accelerates our ability to create bold and differentiating work.”