Boston Pizza International has chosen UM as its Canadian media agency of record.
The win will see UM control the casual dining chain’s entire media business in English Canada, from investment to digital and planning.
Boston Pizza International executive vice-president of marketing Steve Silverstone commented in a release on Monday that UM’s collaborative approach and commitment to finding creative and strategic solutions to help the brand reach its guests is “a valued addition to our marketing team.”
UM president Shelley Smit said the agency is proud to join Boston Pizza’s “integrated marketing communication structure working with amazing agency partners.”
Boston Pizza director of communications Perry Schwartz said UM was hired as part of a closed process that didn’t involve a competitive pitch. “We’re constantly looking to create new and exciting breakthrough creative and felt that UM gave us the right partner to work with alongside our creative team at Taxi and our PR team at High Road,” said Schwartz.
In June, Taxi Canada created a marketing campaign featuring a “Ribneck” family and a related online informercial around a new Boston Pizza slow-roasted pork back ribs menu offering. PHD executed the media strategy for the campaigns.
UM will lead the media account from the agency’s office in Toronto. UM, whose other clients include Sony, MasterCard and Hershey’s, is a division of IPG Mediabrands.
