Australia – UM Australia has been selected as Canteen’s media agency of record, with effect immediately. UM’s Canteen responsibilities include performance, above-the-line media strategy, planning, and purchasing. The goal in this mandate is to grow supporter numbers in order to reach more young people impacted by cancer.
The mandate, made effective following Canteen’s recent brand revamp, began with promoting National Bandanna Day and increasing brand recognition. This year is the fundraising event’s 30th anniversary. Over the previous 30 years, it has raised millions of dollars to support young people in finding the friendship, support, and connections they need to overcome the challenges presented by cancer.
The Canteen will mark the 30th anniversary of National Bandanna Day on Thursday, October 24, 2024.
Speaking about the appointment, Andrew Clift, managing partner, (House of Performance), UM, said, “To help them find new donors in today’s challenging market Canteen was looking for an agency who can combine performance marketing strategies with a focus on storytelling and community engagement. Paramount to the overall success of the media strategy was finding new ways to engage regular givers as Canteen continues to play a pivotal role in the lives of young people affected by cancer.”
He added, “A tall ask, but very attainable by taking a holistic approach and leveraging the full portfolio across all paid, earned, and owned media channels. To improve the donor experience we will use UM’s House of Performance framework, which can measure and optimise campaigns from above-the-line (ATL) initiatives through to digital acquisitions.”
Meanwhile, Janelle Cook, executive director of marketing and fundraising, Canteen, “Canteen is committed to helping young people through a world turned upside down by cancer and UM’s appointment further amplifies our commitment. UM will help bring our mission to life through innovative media strategies and engaging campaigns building Canteen’s efforts to increase fundraising so we can continue our vital work. From early in our discussions, UM’s team demonstrated a passionate commitment to our cause. Coupled with their outstanding strategic insight, media buying and planning nous, this will make for a brilliant partnership. I can’t wait to see what we can achieve together.”
Lastly, Clift remarked, “UM looks forward to creating innovative work to engage with young people, their families and the wider public and drive positive change.”
