UM, the global media agency network of IPG Mediabrands, today announced that it has been named Media Agency of Record for Upwork, the world’s work marketplace that enables companies and talent to work together in new ways that unlock their potential. UM will take on all brand media strategy, planning, buying, and data & analytics duties for this pioneering brand.

“Upwork is uniquely positioned to improve the way we work within an ever-evolving talent market, and we are thrilled to partner with this trailblazing brand,” said W. Joe DeMiero, U.S. CEO, UM. “Our teams are already collaborating on unlocking new growth opportunities through our Futureproof planning process, and we look forward to accelerating Upwork’s brand building and data-driven media plans, strengthening their ability to deliver essential services to today’s workforce.”

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