IPG Mediabrands agency UM has won the account for McCain Foods Canada following a competitive review.

Shelley Smit, president at UM Canada, tells MiC that the account, which was won earlier this summer with work beginning  in late July, was awarded to her shop based on its strategic digital approach. Prior to the review McCain Foods Canada had worked with AOR Media Management.

“McCain appreciated our overall strategic approach, as well as our clear expertise in connecting through digital media,” she says. “Our VP of digital Matt Ramella joined us in August of last year and has truly bolstered our digital offering.”

Smit says that the combination of recent wins on McCain, Heinz and Indigo have led to growth of 15% at the agency since the start of 2014.

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