Management consultancy Accenture has shifted its media buying and planning account from MEC to UM, a division of IPG Mediabrands.
UM joins a roster of agencies which includes TBWA Worldwide, DigitasLBi, Landor and Interbrand as Accenture looks to create an “integrated, cross-channel approach.”
“Making meaningful connections demands responsiveness - offering the right information and insights when, where and how people want it,” said Roxanne Taylor, Accenture’s chief marketing and communications officer.
“Teaming with UM, we will use bold, innovative ways, across a range of platforms and channels, to reach and engage clients, recruits and Accenture people around the world.”
Accenture said it will leverage UM’s expertise in “building personalised, cross-channel media strategies that integrate and optimise digital, mobile, social media.”
It added that this will include “developing targeted engagement strategies that bring the company’s ‘New. Applied. Now’ insights and industry updates to key audiences.
Kasha Cacy, UM’s chief executive officer for the United States, said: “We are incredibly proud to be named global media agency of record for a company as prestigious and forward-thinking as Accenture. Working together, I believe we can drive transformational results.”
It comes as the company builds out its own media offering within Accenture Interactive, its digital and marketing services division. Trinity Mirror’s programmatic chief Amir Malik recently joined to help lead its trading desk offering as the management consultancy furthers its end-to-end advertising offering,