UM has been named media AOR for online poker platform PokerStars as it ventures into the Canadian market.

UM’s primary focus will now be on building and scaling PokerStars’ position in the recently deregulated province of Ontario, while keeping PokerStars a salient brand in its home market.

Shelley Smit, CEO of UM, adds that PokerStars dominates the global stage for the online poker sector and is now dedicated to the new and fast-growing industry in Canada. “With our strong understanding of the ever-evolving media landscape and track record of delivering business results, we’re ready to help PokerStars lead the category into the future,” Smit says.

Meanwhile, Ian McGrath, global media director for PokerStars says the company was looking for something more than just a high-performing agency. “We wanted a true partnership with an agency that is passionate about what we do and highly attuned to the Canadian market,” says McGrath.