UM upends Dentsu as Upfield’s Global Media Agency of Record

In a competitive review, UM, a part of IPG has beaten Dentsu, the incumbent,  to clinch Upfield’s global Media account.

Commenting on the new development, Tracy Stallard, head of connections and innovation, Europe at Upfield said: “UM are a likeminded team with science and data at the heart of their proposition. They impressed us with their creativity and passion to make our products must-haves in every kitchen around the world. We’re confident that this partnership will help us to deliver a superior connections strategy, which truly understands consumer needs, engages seamlessly with them at the right time and will bring innovative communications to build our much-loved brands.”

Chris Skinner, President of UM EMEA, said: “Upfield is home to some incredible brands that already hold iconic status but are becoming even more relevant in a world in which sustainable living is so critical to our future. “We’re excited to be partnering with them at a time of exponential growth, helping them to reach both loyal consumers and new audiences in authentic ways.”

Thanking all all participants at the pitch, Stallard said: “We’d also like to also take this opportunity to thank all of the agencies involved in the pitch, and a special thanks to incumbent agency Dentsu, who have been a successful and creative partner for many years”.

Upfield’s subsidiaries include Flora, ProActiv, Blue Band and Country Crock.


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