Mediabrands agency UM has been appointed to not-for-profit cancer foundation Canteen’s media agency account.
The remit includes performance and above-the-line media strategy plus planning & buying.
UM managing partner, house of performance, Andrew Clift said to help Canteen find new donors in today’s challenging market they wanted an agency to combine performance marketing strategies with a focus on storytelling and community engagement.
"Paramount to the overall success of the media strategy was finding new ways to engage regular givers as Canteen continues to play a pivotal role in the lives of young people affected by cancer," Clift said.
“A tall ask, but very attainable by taking a holistic approach and leveraging the full portfolio across all paid, earned, and owned media channels.
"To improve the donor experience we will use UM’s house of performance framework, which can measure and optimise campaigns from above-the-line (ATL) initiatives through to digital acquisitions."
Canteen executive director of marketing and fundraising Janelle Cook said the company is committed to helping young people through a world turned upside down by cancer and UM’s appointment amplifies that commitment.
"UM will help bring our mission to life through innovative media strategies and engaging campaigns building Canteen’s efforts to increase fundraising so we can continue our vital work," Cook said.
“From early in our discussions, UM’s team demonstrated a passionate commitment to our cause.
"Coupled with their outstanding strategic insight, media buying and planning nous, this will make for a brilliant partnership. I can’t wait to see what we can achieve together.”
Work begins immediately, commencing with building brand awareness following Canteen’s recent brand refresh and highlighting National Bandanna Day's 30th Anniversary in October.
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