UM bags global Mattel media AOR on the back of ‘true network win’

UM has been appointed as the media agency of record for Europe, Middle East, Africa and Asia Pacific for Mattel. This expands the IPG Mediabrands agency’s mandate – it had won the account for Latin America last January. 

Speaking about the win, UM global CEO Daryl Lee said: “We are thrilled to build on our great working relationship with Mattel, and to expand our partnership with the iconic toy and game-maker around the world.

“I am incredibly proud of the work UM LATAM has done over the past two years, and look forward to bringing the same level of better innovation and performance to Mattel’s markets in EMEA and APAC.”

UM Asia-Pacific president Kasper Aakerlund added: “This global win signifies the evolution of the UM product and its ability to be adapted to drive tailored regional and country specific client solutions. 

“The strength and depth of our specialisation across the nine Asia-Pacific markets involved in delivering this pitch make Mattel a true network win, of which we are immensely proud.”


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