UM appointed media agency of record for Chery

UM has been appointed as the media agency of record for global car manufacturer Chery.

The agency's remit includes all media strategy, planning and buying in Australia, supporting the car manufacturer's launch of all new vehicle releases in 2024 as the brand establishes its market presence.

Anathea Ruys, CEO of UM, welcomed news of the win and said her team was looking forward to playing a pivotal role in Chery’s Australian success.

"UM’s strategic approach to media planning and buying will play a key role in bolstering Chery’s market presence in Australia, connecting the brand with new audiences across various media platforms.

"With a shared vision of driving ambitious growth, we will together unlock new possibilities to engage audiences, helping Chery create a lasting impact in Australia’s competitive automotive landscape."

Mark Vukoja, brand and marketing director at Chery, said: "We were very impressed with UM’s excellent understanding of our business and the agency’s creativity and strong effectiveness record, but it is their team’s passion for achieving results through open and collaborative partnerships that really made them stand out and we are delighted to welcome UM’s team to Chery’s agency village.

"With an ambitious growth agenda, Chery aims to become one of Australia’s top automotive brands, having launched two new SUV models this year; the Omoda 5, Tiggo 7, and more models on the way in 2024."   Chery's media account was previously held by independent full service agency Awaken. At the time, Awaken's media remit included responsibility for the car manufacturer's media work, including its launch campaign.

Awaken declined to be part of the pitch.   This win for the Mediabrands agency offsets key account losses such as Quickbooks and Coca-Cola.   The federal government master media account, worth between $150 to $240 million, is also up for tender after six years with UM.   UM has managed the government’s buying, planning and strategy since 2018. In 2021, UM was successful in retaining the major account, extending it for another three years until June 2024.   See also: Federal government master media account is up for tender after six years with UM