IPG Mediabrands shop UM has been named the media agency of record for online travel provider Expedia.ca.
Elizabeth Dorrance, Expedia’s media director for the Americas, said in a statement that the company was looking for “an agency that was passionate about what we do.” She said on top of vision and strategy, UM provided a “cultural spark” that made a difference.
But the main driver in UM’s winning strategy was its understanding and use of data and analytics, she said. Going forward, UM’s main focus will be to apply its understanding of the Canadian travel landscape in order to drive Expedia’s ad buys.
Shelley Smit, president of UM Canada, said that UM has a goal to “amplify” Expedia’s Canadian brand, and that with Expedia’s online-focused business, the agency will have to demonstrate an understanding of “both the current media landscape and the one on the horizon.”
MediaCom Canada previously handled media business for Expedia.