Initiative

iUM Nordics Splits to become Initiative and UM

We are excited to announce that Initiative and UM have now been launched in the Nordics. Previously the Mediabrands Nordics market, consisting of Denmark, Sweden, Finland and Norway, has existed as iUM; a collaboration between UM and Initiative. The agencies will now sit as separate entities. After decades of great success in the Nordics with

UM named media agency of record for Honda Motor Europe

Following a very extensive and highly competitive pitch process, Honda has awarded its media planning and buying account in Europe to UM, ending a five-year relationship with Dentsu. UM will take over the business, worth an estimated £50m, across all the Japanese car brand’s European markets. This is a huge win for UM EMEA, and