Plant-based company Upfield has selected UM, a part of the IPG Mediabrands network, as its media agency in a global appointment.
The group’s subsidiaries include Flora, ProActiv, Blue Band and Country Crock. Dentsu was the incumbent media agency.
Tracy Stallard, head of connections and innovation, Europe at Upfield said: “UM are a likeminded team with science and data at the heart of their proposition.
“We’re confident that this partnership will help us to deliver a superior connections strategy, which truly understands consumer needs, engages seamlessly with them at the right time and will bring innovative communications to build our much-loved brands.
“We’d also like to also take this opportunity to thank all of the agencies involved in the pitch, and a special thanks to incumbent agency Dentsu, who have been a successful and creative partner for many years”.
Chris Skinner, President of UM EMEA, said: “Upfield is home to some incredible brands that already hold iconic status but are becoming even more relevant in a world in which sustainable living is so critical to our future.
“We’re excited to be partnering with them at a time of exponential growth, helping them to reach both loyal consumers and new audiences in authentic ways.”