Global B2B solutions and consulting firm Accenture has selected the IPG Mediabrands agency UM as its agency of record for media buying and planning after nearly 30 years of working with the WPP-owned MEC.

Scott Suky, EVP and global managing partner with UM, told MiC Accenture is transitioning to a digital and mobile-first media strategy after years of focusing on more traditional media. According to Suky, UM will leverage a data-led approach for its new client, rather than focusing on specific channels.

Some of Accenture’s newer services and features it will market include Accenture Labs, which provides clients with insights into the latest tech offerings, and its “New. Applied. Now” insights, which provide industry updates to key audiences.

Suky said it is still “early days” to talk about specifics for regional campaigns (Accenture has 10 Canadian outposts including offices in Toronto, Ottawa, Calgary and Vancouver), but did say he imagined there would be a good deal of Canadian-specific activity.

He said that the account is smaller in terms of media spend than many of UM’s accounts, but added that Accenture is venturing into new territory with its digital and mobile focus will be a great opportunity for UM. “Size is important to the P&L of our business, but the opportunity to walk hand-in-hand with our clients into new areas is also very important to us, regardless of size.”

In late 2016, Accenture bought U.K.-based creative agency Karmarama in order to bolster its own client offerings.

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