UM, the global media agency network of IPG Mediabrands, has been named a Leader in The Forrester Wave: Global Media Agencies, Q2 2020 report.
The accolade reflects the agency’s commitment to move beyond traditional media buying and placement.
The firm received the highest score out of all the agencies in strategy and current offering categories.
Forrester released the full report on 26 May, following an evaluation of ten of the most significant media management companies.
The aim was to understand the state of the global media services market and see how the providers measure up against each other.
In its profile of UM, the Forrester report stated: “UM envisions the future of media consulting and content at scale…UM is a good fit for CMOs looking to strategically unify marketing execution; move beyond conventional media placement; and scale original, branded, and addressable content.
“UM shows strength in its data- and culture-attuned content practice, employee experience initiatives, and agnostic approach to media inventory and bonafides.
“Clients like UM for its application of emerging technologies, its partnership with agencies and publishers, and its data technology strategy.
“We like the agency’s emphasis on business analytics for decisioning; and its future-forward approach to crafting data-informed, Hollywood-calibre content that generates new revenue streams for clients.”
Eileen Kiernan, Global CEO, UM, said: “Forrester is recognised as one of the most influential research and advisory firms in the world; we value their evaluation of the ever-changing landscape of global media agencies”.
“We are honoured to be recognised as a leader in Forrester’s study; and look forward to continuing to drive results for our clients through our future-proofing strategies rooted in our relentless pursuit of better.”
As architects of the media experience, UM invests in industry-leading data and analytics. It continuously develops new approaches to planning, investment and custom content creation to drive better connections between brands and consumers.
The Forrester Wave: Global Media Agencies, Q2 2020 report can be accessed here.