Coach, the 76-year-old fashion brand in the midst of a brand overhaul, has chosen UM as its global media agency of record.

UM, part of IPG Mediabrands, will handle media buying and planning services for Coach for markets across North America and Asia, following an account review that began last year. Coach declined to name its prior media agency but it’s believed OMD handled the brand at least in the U.S.

“We are excited to see the media integration and creativity that they can bring in support of our global brand transformation,” Coach Chief Marketing Officer Carlos Becil said in a statement.

Coach, traditionally known as a handbag maker, has tried to reinvent itself as a full lifestyle label in recent years after struggling with declining sales.

Coach “is on its own journey of transformation — it’s building back fashion credibility, it’s building back excitement and innovation into the brand, and that is something that we ourselves have done as a brand,” said Daryl Lee, global CEO of UM. Lee said UM itself has “rearchitected” itself around data in the past five years.

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