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$35m in new business for UM, with wins for ING and Dyson

Mediabrands agency UM has bolstered its client portfolio, retaining ING believed to be worth $17m in annual billings, and Dyson, worth $18m, Mumbrella can reveal.

ING looked to pitch its media account globally last year, with Dentsu’s Carat and GroupM’s Wavemaker thought to be in the running. UM, the incumbent was the eventual winner locally, as part of a global Mediabrands solution for the Dutch bank.

UM also took home new business for Dyson, worth upwards of $18m. The incumbent on the account was GroupM’s Mindshare, with OMD and Carat also vying for the account.

UM declined to comment on both new business wins when approached.

2021 was a consistent year for UM, as RECMA figures published by Mumbrella today showed it brought in $30m of new business, taking it to $819m in overall billings. The agency currently has the third largest client billings in the local market after GroupM’s merger of Mediacom and Essence placed it just ahead of the Mediabrands agency.

UM secured its $17m ING account

Despite losing the Coca-Colla account in a global move to Mediacom, the agency retained the Federal Government account, Tourism Australia, and Menulog, as well as winning new business from Optus worth around $30m.

Last year, ING Australia launched a new brand direction, complete with a refreshed logo and a campaign that encouraged customers to ‘do your own thing’.

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