Accenture has selected IPG Mediabrands agency network UM as its global media planning and buying partner, with a remit to work on digital and mobile-first strategy as well as innovation.
This integrated, cross-channel approach will help Accenture reach the right audiences with relevant messages, it said in a statement.
Accenture said plans to utilise UM’s experience in building “personalised, cross-channel media strategies” to integrate digital, mobile and social media, including developing targeted engagement strategies to bring the company’s ‘New. Applied. Now’ insights to audiences.
The account was previously held by GroupM’s MEC.
“Making meaningful connections demands responsiveness–offering the right information and insights when, where and how people want it,” said Accenture chief marketing and communications officer Roxanne Taylor.
“Teaming with UM, we will use bold, innovative ways, across a range of platforms and channels, to reach and engage clients, recruits and Accenture people around the world.”
“We are incredibly proud to be named global media agency of record for a company as prestigious and forward-thinking as Accenture,” added Kasha Cacy, UM’s chief executive for the US. “Working together, I believe we can drive transformational results.”
Earlier in the month, IPG Mediabrands acquired a majority stake in Finnish independent media agency and digital consultancy Virta. At the beginning of 2017, Accenture added digital agency SinnerSchrader to its global portfolio.