UM says its “2022 momentum” included more than 150 account wins across the globe, among those were GrubHub, Pernod Ricard, New Balance, Whirlpool and Reebok.

But the big news for UM Media in 2022 was the expansion of its scope for Amex to support 25 markets, expanding beyond planning and buying to global measurement, analytics, and segmentation, and a partnership with Paramount TV’s Yellowstone series starring Kevin Costner.

Elsewhere, its clients are known to have disrupted their markets, and UM has helped them maximise business growth and minimise waste, achieving return-on-investment improvements on a year-on-year basis.

For example, it launched a consultancy-led project with a brand that quickly hit a growth ceiling every time it entered a new market in Southeast Asia. Through a series of projects including tech-enabled content planning and influencer marketing, and an advanced measurement system, the media shop helped smash the regional growth ceiling, beating business targets by 5 million users, with media’s contribution to that metric increasing by 156%.

Read more on Campaign.