Australia – UM Australia has partnered with MMM provider Mutinex to launch a first-of-its-kind real-time media data integration in Australia.

This initiative automates the data sharing between UM’s systems and Mutinex’s GrowthOS platform, offering significant time savings and improved data accuracy for UM’s clients, starting with foundation client Optus.

Adam Krass, chief digital, data, and tech officer at UM, said, “As we move towards a future dominated by data-driven strategies, this collaboration underscores UM’s commitment to innovation, privacy, and security. The seamless and secure data transfer process aligns with the highest standards of data protection, ensuring client information is handled in compliance with government regulation and leading encryption solutions.”

The media data integration is set to greatly benefit UM’s foundational client Optus by facilitating faster and more precise data-driven decision-making. Automating data transfer enhances efficiency, allowing UM’s team to focus on creativity and strategic growth. Real-time updates improve data accuracy for Optus’ MMM, ensuring better channel optimisation and more frequent tactical reviews. The integration also accelerates decision-making with immediate access to updated data and adheres to strict security standards to protect Optus’ information.

Mutinex and UM’s integration will be extended to other shared clients, with the partnership committed to delivering exceptional value and enhanced marketing and business outcomes.

Commenting on the integration, Mat Baxter, CEO for APAC at Mutinex, shared, “UM and Optus deserve congratulations for pioneering the way media data is supplied for MMM. Let’s be frank: the more fluid the data supply, the more valuable the insight. It’s as simple as that.”

Meanwhile, Cam Luby, head of consumer marketing at Optus, said, “This collaboration marks a significant leap forward in how we leverage data to drive growth and innovation at Optus. By automating the flow of data between UM and Optus technology, we are not just improving our decision-making speed but also elevating the precision and impact of our marketing strategy.” 

Melbourne, Australia – UM Australia has announced Michael Mellington’s promotion to the newly created position of head of media planning. The promotion will take effect immediately. He will work in Melbourne and report directly to Raj Gupta, UM’s chief strategy and growth officer. 

The UM national media planning team will be headed by Mellington. He will manage the national planning team and attend to the media planning requirements of UM’s national clientele, focusing on clients located in Melbourne.

Mellington joined UM in 2016, having previously worked as head of partnerships in Melbourne. 

Speaking about the promotion, Anathea Ruys, CEO, UM Australia, said, “We are very excited to have someone of Mello’s experience and capability fill this critical role in UM’s evolution. Exceptional media planning is a cornerstone of client success, and on a daily basis, Mello demonstrates his dedication to the craft of planning and his commitment to client growth. More recently he has worked tirelessly to establish and deliver a plan to uplift the craft for UM. With his leadership skills so apparent, the entire planning team – and our clients – will see his efforts come to life as we move forward.” 

She added, “I am truly delighted Michael has taken on this new role and challenge and I am excited about what the future of media planning looks like for UM with him at the helm.” 

Meanwhile, Mellington said, “I am a firm believer that the craft of planning in our industry is pivotal to client growth and needs a renewed focus, so I am thrilled to take on this new challenge working with the incredible talent that is across our national team. My aim moving forward is to balance our approach of people and data to unpack the full spectrum of creative media solutions to drive tangible client outcomes. With the fast-paced evolution of our industry, this is the perfect time for UM to take a market leading stance and I’m honoured to lead this charge with our planning community.”

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.”

Brisbane, Australia Media agency UM Australia has announced the appointment of Andrew Copeland as its general manager for Brisbane to help in sustaining the long-term growth plans in Queensland’s expanding market. He will report directly to Anathea Ruys, chief executive officer at UM Australia.

Copeland brings with him extensive experience in creating business strategies and growing revenues whilst discovering how clients can benefit from the media’s ability to connect consumers with brands. In his last stint, he was with Cummins&Partners as chief customer officer where he worked on media strategy and marketing science.

CEO Ruys said that appointing a digital native like Copeland will make UM “something different” in the Brisbane market whilst supporting its fully-integrated model and futureproof strategy.

“UM has fully integrated media across traditional and all forms of digital, technology and data. As we strengthen our national Futureproof planning approach to media, we want to ensure Brisbane is a shining example of delivering strategic dividends for our clients, our staff and our partners. Having a strong leadership team is key to making this happen,” she added.

Meanwhile, Copeland describes UM as an agency that has a wide range of capabilities in addressing and delivering better solutions for the business challenges of clients.

“Queensland marketers are some of the most commercially and technically savvy in the country and deserve an agency that can identify and deliver real solutions to real problems. That’s what we’ve built at UM and I’m excited about the work we’ll do this year,” said Copeland.

In January, UM Australia was appointed as the media agency of record of the Government of the Australian Capital Territory (ACT Government).

Sydney, Australia – Australian state democratic administrative authority of New South Wales, NSW Government, has launched its latest COVID-safety campaign, taglined ‘Little Things’. This campaign, which was developed in collaboration with media agency UM Australia, comprises a content series across Nine, Seven, TWITCH, SCA, SBS, and NITV plus digital, as well as social elements.

The ‘Little Things’ – from the NSW Department of Customer Service and NSW Health & Multicultural Affairs – aims to remind people across NSW to think about what they can do to beat flu and COVID during the winter season. Its engagement focuses on 16 to 39-year-olds, as only 49% have had a COVID booster vaccine and are less likely than other age groups to practise safe behaviours.

The campaign has already kicked off the multi-partner content series during the State of Origin with former NSW Sharks Captain and Blues player Paul Gallen and former WNRL player Ruan Sims on Channel 9, and will be followed in July with Olympic skateboarder Poppy Olsen and musician Alex the Astronaut on Channel 7. In addition, NRL Sharks Captain Wade Graham, radio presenter Linda Marigliano on Southern Cross Austero during June and a TWITCH 2-Hour Stream in July.

Andrew Clift, senior client director at UM, said the brief was clear, to motivate and engage a younger demographic by normalising COVID-safety practices and reminding their small actions can make a big difference to their health and the health of others.

“This was a magic campaign to work on. The key to the campaign’s success was bringing so many great media partners to the table and then developing content that young Australians would sit up and take notice of. What better way to do this than to get well-known sports and media stars to deliver the message in a way they relate to,” added Clift.

Meanwhile, Vanessa Barrett, acting director for the NSW Department of Customer Service’s Brand and Campaigns, said that the ‘Little Things’ campaign was designed to reinvigorate younger Australians to think about simple COVID safety measures.

“When people hear the message from someone they relate to, such as their sporting champion or musical icon, they are more likely to engage and to listen to their advice,” said Barrett.

To reach younger audiences, the media campaign is supported by a strong digital focus including advertising across social media platforms Meta, TikTok, Snapchat, and TWITCH, as well as radio and digital audio and outdoor advertising. ‘Little Things’ has also been tailored for culturally and linguistically diverse audiences in 22 languages and will run alongside a bespoke campaign for Aboriginal audiences. It will run until the end of August.

Sydney, Australia – UM Australia, the media arm of media marketing network Mediabrands, has announced a series of appointments, namely Gareth Nicholls, the new managing director of UM Melbourne and Brisbane, Brett Elliott, the new managing director of UM Canberra and Government, and Ben McCallum, the new managing director of UM Sydney.

The elevated roles of the said managing directors are designed to ensure each market leader is able to reflect UM’s commitment to providing deep strategic counsel and partnership to clients.

Commenting on his new appointment, Elliott shared it is such an exciting time to be in the media industry, especially working on government business as they navigate through the fast-changing landscape of an election year.

“I have an enviable team of talented people with a thirst to succeed and thrive, and together we look forward to building the momentum of Canberra’s office and securing our place as the leading media agency in the market,” said Elliot.

Meanwhile, Nicholls said in such a fast-moving and evolving market, holding onto the best talent is the key indicator that your agency culture is strong. 

“Taking on this new role is incredibly exciting as it allows me to continue to grow our client relationships, drive new business growth and most importantly foster the great talent pool that we have in UM. All critical factors in ensuring the agency’s success,” added Nicholls.

Anathea Ruys, UM Australia’s CEO, commented that she was delighted to promote Nicholls and Elliott, promotions which were reflective of UM’s commitment to delivering a best-in-class management structure that provides the right level of leadership for its clients and its people. 

“We are in the business of investment – we work with our clients to invest in future-proofing their businesses and we invest in our people, ensuring that everything we do is based on delivering dividends for them in their wellbeing, their careers, and their growth. I’m so thrilled Gareth and Brett are taking on these new responsibilities to help drive the future growth of UM Australia,” said Ruys.