Paint manufacturer Benjamin Moore has selected UM as its media agency of record in Canada.
UM, a division of IPG Mediabrands, will handle all planning, buying and digital in both English and French Canada. It will also be working closely with the brand’s creative and U.S. media agency of record, Virginia-based The Martin Agency, a sister company within the IPG network.
Shelley Smit, president, of UM Canada, said she wasn’t “clear on the full process” that led to UM’s appointment, but said the agency was connected to the brand via The Martin Agency.
Smit said she believes it was UM’s “strong digital capabilities, partnered with our very collaborative approach,” that helped secure the win, along with the agency’s experience working with other brands in the home décor space such as Indigo.
“We’re really excited, it’s nice to have another client in this space and certainly it’s got a well-known name,” she said. “It gives us an opportunity to work within the IPG network across borders as well.”
The first work from the brand will hit the market in the spring of 2015. Benjamin Moore’s previous Canadian media agency was Ground Zero.
