Following a competitive, multi-agency pitch, UM Shanghai has been awarded the media buying and planning responsibilities as well as digital for METRO in China. UM’s win demonstrates its strength in showcasing the best media strategy, and predicting media effectiveness with the use of our proprietary tools and methodologies.

UM is working with METRO to build brand awareness and drive sales. Following a successful campaign finished during Dragon Boast Festival, UM’s efforts will now be geared towards METRO’s Big Bang campaign to celebrate its 50th global anniversary, to launch in mid-August. Throughout the pitch process UM showed a sound understanding of the brand as well as its capabilities in effective media utilisation. The company expressed confidence that UM brings the right level of professionalism and know-how to this partnership.

“We are honoured to have won the METRO account,” said Mediabrands CEO Cary Huang. “We are very excited to partner with this well-recognised brand to fuel its growth in this dynamic market, and look forward to delivering superior results.”

Established in 1964 by Otto Beisheim, METRO is a German-based diversified retail wholesale/cash and carry group headquartered in Düsseldorf. It is consistently ranked among the top retailers (based on revenue) in the world.