Indigo picks a new media AOR

The book and gift retailer is attempting to evolve with a changing retail landscape, and its new agency UM is up for the challenge.
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Indigo Books & Music has announced UM as its new media agency of record, following a competitive review.

The company, which previously worked with PHD, began working with its new agency at the start of July, according to Shelley Smit, president at UM.

Indigo Books & Music reported revenues of $184.3 million for its fiscal fourth quarter, which ended March 29. That’s up from $183.9 for the same quarter last year. The company has made headlines in recent months for closing a couple of its larger Toronto stores, including the World’s Biggest Bookstore on Yonge St. and its location at John and Richmond St.

Smit says changes at the new client are exciting for her team. “They’re going through an evolution, which is exciting for us,” she says. “People who like the brand like it a lot and we are excited to tap into that.”

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