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Upwork, the company that connects businesses with independent freelancers and bolsters the creator economy, has named IPG Mediabrands‘ agency UM its media agency of record following a review.
UM will take on brand media strategy, planning, buying and data and analytics duties for Upwork. Last year, the brand spent $20 million on media—$12 million of which was in digital, according to COMvergence’s estimates.
The RFP went out in the mid-to-late first quarter of the year, the pitching process specifically happened in the second quarter and now the agency is onboarding.
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