The parent group of the Flora brand, Upfield, has appointed UM to its global media account.

UM, part of Interpublic’s IPG Mediabrands, came out on top after a competitive pitch. The incumbent was Dentsu X.

The result of Upfield’s media review follows the company appointing Lucky Generals to its pan-European creative business without a pitch in January 2023. Its brands had previously worked with a number of agencies, including Pablo.

Tracy Stallard, head of connections and innovation, Europe at Upfield, said: “UM are a like-minded team with science and data at the heart of their proposition. They impressed us with their creativity and passion to make our products must-haves in every kitchen around the world.

Read more in Campaign.