NEW YORK – UM, a division of IPG Mediabrands, has announced that Sony Pictures Releasing International has selected UM as its media agency of record in Latin America, effective April 1, 2013. UM is expanding its partnership with Sony Pictures after a proven track record of service from the agency in North America, Australia and the Asia-Pacific regions.
The pitch involved a joint collaboration of IPG agencies across UM, Giovanni+Draftfcb, and Initiative. Giovanni+Draftfcb will continue to serve Sony in Brazil, UM will handle the traditional and digital media planning and buying across the following markets: Mexico, Argentina, Bolivia, Chile, Columbia, Ecuador, Peru, Venezuela, and Central America, while IPG Mediabrands’ agency Initiative will retain the account operations in Uruguay.

Jacki Kelley, Global CEO of UM stated, “It is an honor to have been chosen by Sony Pictures as its media partner and ally in the Latin American region. I look forward to expanding and strengthening our excellent partnership with Sony across our global network.”

“Our longstanding relationship with Sony in other markets around the world makes UM the ideal candidate to manage the business in the rapidly growing markets of Latin America. We are extremely proud of the team who worked on this pitch and we look forward to a successful business alliance,” said Pablo Rodriguez, President, World Markets Latam at IPG Mediabrands.

About Sony Pictures Entertainment
Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in 159 countries.

About UM
UM (, a division of IPG Mediabrands, is a global marketing communications agency that represents some of the world’s leading marketers and strategic thinkers. Our clients include Chrysler, Coca-Cola, ExxonMobil, Johnson & Johnson, L’Oreal, Microsoft and Sony. As part of the Interpublic Group of Companies, UM has 151 offices in 127 countries and employs 3,600 creative thinkers and doers. UM has set out to prove that “Curiosity Works”. A performance driven agency with avid curiosity, enthusiastic collaboration and resolute accountability at its core, UM breeds a culture of curious collaborative thinkers. Yes&, for this reason, UM holds itself to a higher standard where the opportunity to take an idea further is a mandate. UM is consistently ranked as a top-ten global media network. A leader in advanced analytics, UM was named the 2011 “Media Analytics Agency of the Year” by Media Magazine. At the Malaysia Media Awards UM was named Agency of the Year for the second consecutive year. UM was also named Network of the Year at the inaugural Festival of Media Asia.