Drugi jezik na kojem je dostupan ovaj članak: Bosnian
According to all indicators, from income, the number of new clients, campaigns, participation in the pitches, agency network Universal Media was better than the competition. According to AdAge, in turbulent times, UM knew how to keep its customers and win new ones, significantly investing in data and its tools, among others the Business Analytics Engine, on the one hand, and creativity in finding optimal solutions in media planning and buying on the other.
UM in 2015 won the pitches for Coca-Cola and Johnson & Johnson, significantly increasing the number of new clients. Cooperation with long-time clients, as well as new ones, resulted in revenue increase of as much as 15 percent. By continuously improving existing services that UM daily offers to their clients, as well as the development of new ones, primarily in the area of digital services and content, econometrics, media planning and media buying, UM was able to maintain its leading position among media agencies.
Global success was also contributed to by the UM agencies operating in South Eastern Europe, within the I&F McCann Group. Thus, the UM agency two years ago started a collaboration with L’Oreal in eight markets in the region, while for the airline company Air Serbia they designed and implemented individual campaigns in as many as 16 European markets. In addition, UM in South Eastern Europe already has a long-standing successful cooperation with companies such as Coca-Cola, Carlsberg Serbia, Delhaize Serbia and others.
“It’s a great pleasure to be recognized as the most successful in the industry that is quite competitive. I’m particularly pleased to know that we are recognized by the big advertisers with which UM cooperates in Serbia and the region. A wealth of experience and dedication to work always pay off. It’s good to be UM,” said Biljana Kolaković, regional director of Universal Media.
In terms of turnover, UM Zagreb for years now ranks among the most successful agencies operating in Croatia.
“We’re really proud that as a part of UM’s global network we contributed to the global success,” said on this occasion Mario Lovrić, director of UM Zagreb, stressing: “Like our colleagues worldwide, in 25 years of business in Croatia we have succeeded in retaining significant part of traditional clients, and wining new ones, constantly investing in new tools and personnel training. The connection to the regional and global level allows us a permanent and systematic transfer of knowledge, and the insight into the most successful business cases and the best international practices which we implement in our daily business. Therefore, we are always competitive, and with every new business example we provide an added value for investment in media advertising to local, regional and international companies with whom we work. And thanks to technologies and tools available today, that is easily measurable.”
This is achieved primarily by progressive attitude towards the media and the increasing personalization. The modern consumer has become an actor in building brands through their activity on social media. It’s no longer enough to be innovative and interesting. It’s necessary to reach out to consumers. With increasing access to information, consumers spend less time devoted to a certain subject, which means it is relevant to consumers for less time. In fact, everything depends on identifying and seizing that brief moment of relevance.
Darryl Lee, global CEO of UM emphasized that the job of a media agency is to create special media moments for the right consumer at the right time, from the grand, epochal ones, to small, everyday moments, in order to catch their attention and make the brands relevant to the consumer. “We need to know when the allergy season begins, and when someone sneezes, so we could offer them a solution in real time,” Lee added.
That takes data, experience, expertise, intuition and creativity to reveal, to target that moment, and the UM agencies around the world have talented professionals, the expertise, the innovative tools and the strategic approach to target the right moment.
Global agency network UM has over 4,800 employees in 151 agencies operating in 127 countries.