{"id":863,"date":"2014-08-13T06:34:01","date_gmt":"2014-08-13T06:34:01","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/on-a-new-business-roll-um-adds-mccain-foods-account\/"},"modified":"2018-01-18T15:09:29","modified_gmt":"2018-01-18T15:09:29","slug":"on-a-new-business-roll-um-adds-mccain-foods-account","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/on-a-new-business-roll-um-adds-mccain-foods-account\/","title":{"rendered":"On a New Business Roll, UM Adds McCain Foods Account"},"content":{"rendered":"
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By Chris Powell<\/a><\/p>\n

McCain Foods Canada<\/strong>\u00a0has named IPG Mediabrands unit\u00a0UM<\/strong>\u00a0its media agency of record following a competitive review. The assignment was previously with AOR Media Management.<\/p>\n

UM president\u00a0Shelley Smit<\/strong>\u00a0said the network\u2019s digital expertise was a key factor in the win. \u201cOur digital capabilities definitely stood out,\u201d she said. \u201cWe\u2019ve certainly upped our game in this respect with the addition of\u00a0Matt Ramella<\/strong>\u00a0as vice-president, digital just over a year ago.\u201d<\/p>\n

Ramella joined UM in August 2013 from Syncapse, where he was VP, strategy and intelligence. Prior to joining Syncapse, he spent spent four years with longtime UM client Labatt Breweries of Canada in various media and marketing roles.<\/p>\n

The McCain business is the latest in a series of wins for UM, which has also added Boston Pizza, Travelocity, Indigo, Hershey and Heinz to its client roster over the past 10 months.<\/p>\n

\u201cWe love having such an iconic packaged foods company as part of our client list,\u201d said Smit, who succeeded Peter Mears as UM Canada president in September 2012. \u201cIt fits in perfectly with our \u2018brand love\u2019 clients, such as Coca-Cola, Hershey, Chrysler, Sony and Labatt.\u201d<\/p>\n

The agency\u2019s staff size has grown by more than 15% since the beginning of the year as it has absorbed new business, said Smit. \u201cOffice space is getting tight, but it\u2019s a great problem to have.\u201d<\/p>\n

According to the most recent report from Paris-based media agency research firm RECMA, UM was the eighth largest media services company in Canada last year, with total activity of $463 million and an approximate market share of 5.4%.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

McCain Foods Canada\u00a0has named IPG Mediabrands unit\u00a0UM\u00a0its media agency of record following a competitive review. 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