Media agency UM has won the account for the Australian Broadcasting Corporation’s revenue-generating division, ABC Commercial after a review handled by pitch consultants Enth Degree.
The incumbent Mitchells had held the account for a number of years. UM will be responsible for strategy, planning and buying.
The appointment is effective immediately. Mat Baxter, CEO of UM Australia, told Mumbrella: “We’re thrilled to win such a great piece of business with such a strong brand. ABC Commercial has some brilliant properties and we think we’ll be able to do some exciting things together.”
ABC Commercial is responsible for ABC shops, ABC Retail, ABCMusic Label, ABC DVD, ABC Books, as well as ABC Content and Library Sales and the online presence abc.net.au. ABC Commercial is also responsible for producing and marketing ABC events and tours, DVD, CD books and digital production and sales. ABC Commercial publishes eight magazines and sells ABC programs and stock footage outside Australia
All profits generated by ABC Commercial are reinvested in the ABC and used to create programs.