UM, a leading global media agency, has been appointed as the media agency of record for Canteen, an Australian organisation dedicated to supporting young people impacted by cancer. The partnership aims to increase supporter numbers and extend reach to younger demographics.

Under its new agency arrangement, Canteen will retain WhiteGrey for brand strategy and creative, but now switches to UM for media services.

UM’s role will encompass performance and above-the-line media strategy, planning, and buying. The objective is to grow the number of supporters and reach more young people affected by cancer. Managing Partner at UM, Andrew Clift, emphasised the importance of combining performance marketing strategies with storytelling and community engagement.

“To help them find new donors in today’s challenging market Canteen was looking for an agency who can combine performance marketing strategies with a focus on storytelling and community engagement. Paramount to the overall success of the media strategy was finding new ways to engage regular givers as Canteen continues to play a pivotal role in the lives of young people affected by cancer,” Clift said.

UM will utilise its House of Performance framework to measure and optimise campaigns. This strategic approach is expected to help Canteen increase its fundraising efforts and continue its vital work.

Executive Director of Marketing & Fundraising at Canteen, Janelle Cook, noted UM’s commitment to its cause and strategic insight as deciding factors.

“Canteen is committed to helping young people through a world turned upside down by cancer and UM’s appointment further amplifies our commitment. UM will help bring our mission to life through innovative media strategies and engaging campaigns building Canteen’s efforts to increase fundraising so we can continue our vital work,” Cook said.

The partnership will commence immediately, with a focus on building brand awareness following Canteen’s recent brand refresh and highlighting National Bandanna Day. This major fundraising event for Canteen, which will celebrate its 30th anniversary on October 24, 2024, aims to raise funds to support young people affected by cancer.

“UM looks forward to creating innovative work to engage with young people, their families and the wider public and drive positive change,” Clift added.