Behavioural media agency Total Media has today been awarded the multimillion pound media account for pet supplements brand YuMOVE.
The deal with the veterinarian joint supplement brand, which is owned by Hitches-based firm, Lintbells, is aimed at growing YuMOVE’s base in the UK and US.
Total Media won the account competitively against four other agencies including global networks and other established independent agencies in a pitch run by IMA International.
The agency will work with Modco in the US – a part of our TotalMediaplus International network of independent agencies – providing a fully integrated cross-Atlantic solution for YuMOVE.
YuMOVE is devoted to animal welfare and are seen as experts in producing sustainably sourced joint supplements for dogs, cats and horses across the world that support joint mobility and a healthier, happier life.
Total Media’s objectives are to increase audience penetration by driving new audiences to purchase YuMOVE joint supplements and to improve understanding of the role YuMOVE products play in keeping animals active for life.
For the US market, the brief is to establish and grow the brand.
Total Media will work closely with YuMOVE’s creative agency in the UK, Dog Cat and Mouse, to deliver a dynamic and creative fully integrated campaign for 2021.
“We look forward to applying our behavioural expertise to both develop YuMOVE’s audience further in the UK and fuel its US growth”, said Tom Laranjo, MD at Total Media.
“Working with such an innovative and exciting brand, we are confident we will drive global awareness and sales through leveraging behavioural insights to educate and inspire its audiences.”
Andrew Smith, Global Marketing Director at YuMOVE said: “Total Media impressed us with an informed and intelligent strategy to help us achieve our goal of increased UK penetration and achieving significant development in the US.
“The strength of their behavioural insight, research and the experience made them the perfect partner of choice as we continue our growth trajectory.