UM Hammertime, organized by UM Amsterdam in conjunction with MAGNA Global, raised a record amount of € 1.975.000 ($2.7 million) in gross media value for charity clients MS Research and War Child. High demand auction items included:

• “PA for a Day,” where two media buyers of MAGNA would perform as an assistant for a day
• Two guest roles on the popular Dutch soap opera, GTST
• A golf clinic with Managing Director Rik Ruts, a former semi-professional golfer, on the most beautiful golf course in the Netherlands

Both charities were overwhelmed by the spectacular amount that was raised. Lex van Iterson, Head of Communications and Fundraising for Foundation MS Research said, “The raised media value will be used in order to make an even bigger audience aware of the impact MS has on someone’s life and to make clear that more academic research is needed in order to find the cause of and solution to MS.”

Mark Brounen, Marketing Manager at War Child, added, “This wonderful media amount will help us further in spreading our story and to raise as many Friends as possible. Together we will take the war out of a child. We are very grateful to UM and all participating media partners.”

“We are committed to social responsibility and our efforts for MS Research and War Child can generate even more funds to help children and patients further,” said Rik Ruts, Managing Director, UM Netherlands. “We are especially thankful for the contribution of all media partners. Together we have made the event a great success story.”