UM Bows New Business, Compensation Model

Includes Guy Beach promotion to global COO

Media agency UM is overhauling the way it works with clients, with a stronger focus on analytics, custom content and portfolio management. As a result, the IPG Mediabrands unit is introducing new pay-per-performance compensation agreements emphasizing client business growth.

In announcing the broader data and analytics strategy, called Media 3.0, UM said it signed a deal with The Nielsen Co. to deliver custom analytics for better understanding of media consumption. UM will also be working with 11 other data partners. The new operational model was developed in large part with McKinsey & Co.

In implementing the change, the company restructured its global management team.

Guy Beach, chief operating officer of UM North America, becomes global chief operating officer. Previously Beach had been global managing partner of J3, UM's dedicated Johnson & Johnson unit. Kristi Argyilan, previously global managing partner, becomes lead of transformation. David Cohen, U.S. director of digital communications, steps up as lead of global digital.

Jacki Kelly, global CEO of UM, has been a proponent of real-time performance metrics for clients and wants to put it in the center of UM’s planning process.

"Clients should demand greater accountability on their media investments. As their partner we will demonstrate the business value that media creates and maximize business outcomes," Kelly said.

UM works for clients like Coca-Cola, Mastercard, J&J, L’Oreal and Chrysler. The company also works for Microsoft and created the media strategy behind the launch of the company's Bing search engine. 

Earlier this month, Sony said it renewed its contract with UM for media planning and buying across six divisions in North America for three years.