UM Gets Social With Global Practice

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IPG’s Universal McCann has launched a social media practice called Rally@UM. It’s led by Heidi Browning, UM’s San Francisco-based evp and global digital officer.

An agency rep said the practice has already kicked off in India. Plans for expansion into Europe, the Middle East and Africa, Asia Pacific and Latin America are in the works.

To start in the U.S., Rally@UM will have three full-time staffers divided between San Francisco and New York. Services include monitoring social media conversations, insights and measurement, strategy and activation, customer relationship management and social organization consulting.

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