UM, a global media agency network of IPG Mediabrands, today launched its new ‘Full Color Media’ proposition and philosophy.
Designed to revolutionize the way marketers build brands in the era of AI, Full Color Media heralds a new set of behaviors, approach and products across UM’s global network — embedding a growth mindset across the organization.
“Full Color Media is an omni-channel planning proposition designed to combat the existential threat of brands becoming bland. It unlocks the power of human ingenuity in a world where AI’s normative mechanic threatens not just a race to the bottom, but a race to the mean. To win the growth race for our valued clients, we need strategies that ‘Stand Against Bland,” said Susan Kingston-Brown, Global Brand President, UM.
“This new approach seamlessly blends the visibility of high-quality media impact with the vibrancy and variability of smaller, deeper touchpoints, creating a spectrum of media stories that come together to drive brand growth,” she continues. “In a world dominated by algorithm-driven media, it challenges outdated linear models and black-and-white decision-making to drive real ‘difference’ and brand growth.”
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