After a three-month competitive pitch UM Melbourne has been awarded the $23 million AGL national media portfolio. 

AGL general manager product and marketing Alison Wild, said AGL looked for an agency with strong technology and data expertise to help it build greater customer advocacy as it shifted from a mass retailer to a personalised retailer.

“After a very competitive pitch we are delighted to appoint UM and are looking forward to working with their team to deliver a successful media buying and planning service to meet our current and future advertising needs,” she said.

Fiona Johnston, UM CEO, said of the appointment: “I am thrilled. AGL, as a business and people, are incredibly forward thinking. They are passionate and smart, and that is the best client to work with. Over this period, they have continued to share insight and vigour for doing the best they can, which is in the sweet spot of what we desire to do at UM.