UM promotes Michael Mellington to head of media planning

By AdNews | 10 July 2024

UM has promoted Michael Mellington, head of partnerships, Melbourne, to the newly created national role of head of media planning.

“We are very excited to have someone of Mello’s experience and capability fill this critical role in UM’s evolution," UM Australia CEO Anathea Ruys said.

“Exceptional media planning is a cornerstone of client success, and on a daily basis, Mello demonstrates his dedication to the craft of planning and his commitment to client growth."

More recently he has worked to establish and deliver a plan to uplift the craft for UM, Ruys said.

"With his leadership skills so apparent, the entire planning team – and our clients - will see his efforts come to life as we move forward."

Mellington said he's am a firm believer that the craft of planning is pivotal to client growth and needs a renewed focus.

"So I am thrilled to take on this new challenge working with the incredible talent that is across our national team. My aim moving forward is to balance our approach of people and data to unpack the full spectrum of creative media solutions to drive tangible client outcomes," he said.

"With the fast-paced evolution of our industry, this is the perfect time for UM to take a market leading stance and I’m honoured to lead this charge with our planning community.”

Reporting to Raj Gupta, UM chief strategy & growth officer, he will be based in Melbourne due to his commitments to Melbourne-based clients. However, he will oversee the national planning team and media planning needs across UM’s national client roster.

Mellington joined UM in 2016. His promotion is effective immediately. 

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