Upwork, the company that connects businesses with independent freelancers and bolsters the creator economy, has named IPG Mediabrands‘ agency UM its media agency of record following a review.

UM will take on brand media strategy, planning, buying and data and analytics duties for Upwork. Last year, the brand spent $20 million on media—$12 million of which was in digital, according to COMvergence’s estimates.

The RFP went out in the mid-to-late first quarter of the year, the pitching process specifically happened in the second quarter and now the agency is onboarding. It expects to launch media activity in the third quarter.

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