UM Rallies Around Social Media

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.

UM said it was creating Rally to help clients optimize the budding array of marketing opportunities presented by social media channels.

“We couldn’t properly call ourselves a ‘full-service media agency’ without delving more deeply into social media,” said Matt Seiler, UM’s global CEO. “Social media is changing the marketing world and UM is adapting accordingly.”

The move is partly an attempt to better integrate social media services with more traditional offerings from UM to clients, added Browning.

“Social media tends to be siloed in companies and/or fragmented across many agencies, leaving marketers wondering how it impacts their marketing mix and business outcomes,” she said. “We view social media as the central nervous system, coordinating and connecting important functions of an organization.”