Credit: Mark Anthony Brands International
UM has been appointed global media agency of record for alcoholic beverage company Mark Anthony Brands International, following a competitive review.
UM will handle global media strategy, planning and buying, analytics and measurement, growth frameworks, cross-market governance and global-to-local coordination for Mark Anthony's international business.
The review was managed by MediaSense, began in March and included both holding companies and independent agencies.
UM already works with Mark Anthony in Australia and Canada and the expanded remit adds the US and UK, covering the company's portfolio of ready-to-drink brands.
"Mark Anthony has built its culturally influential portfolio by consistently challenging convention and staying close to changing consumer behavior," global brand president at UM, Susan Kingston Brown, said.
"That mindset aligns closely with UM's Full Color Media approach, which helps brands grow through a deeper understanding of people, culture and connection."
Mark Anthony said it selected UM for its strategic media vision, measurement capabilities, commercial stewardship, scalable global buying model and ability to build culturally relevant, social-first communications.
"UM demonstrated a clear understanding of the evolving RTD landscape, as well as the strategic leadership, measurement capabilities and global scale needed to support the next phase of growth for our portfolio," chief marketing and innovation officer at Mark Anthony Brands International, Sam Reader, said.
Reader also thanked outgoing agency Haworth for its role in the company's growth, saying Mark Anthony was moving to a model that better matched its increasingly global strategy.
The partnership is effective immediately.
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