IPG's UM Selected For True Value Media Buying

UM, the IPG Mediabrands media agency, has been awarded U.S. media-buying duties by True Value, the national hardware cooperative. The award came after a formal review.

The buying incumbent was Active International, which specializes in corporate trading. The shift to a traditional media buyer came after the client's decision to boost advertising in 2015, and place ads across a broader spectrum of media with a renewed commitment to national advertising. The company outlined those plans at a meeting last month.

Minneapolis-based Solve will continue to handle the client’s media-planning assignment. True Value spent approximately $7 million on ads in both 2012 and 2013 according to Kantar.



Effective immediately, UM will handle local and national buying duties for True Value, which is headquartered in Chicago. The agency will handle the account from its Detroit office.

"After a comprehensive review, UM was selected," said Blake Fohl, chief customer officer and SVP, marketing, True Value. “We believe they will be a strong partner for True Value, providing smart & strategic investment for our iconic brand.”

“We are thrilled to welcome True Value to the UM family,” said Kasha Cacy, U.S. president, UM. “This latest win adds to UM’s momentum when it comes to breaking new business across the U.S. We are eager to employ our strategic buying tactics to new strategy and growth goals.”

True Value Company bills itself as one of the world’s largest retailer-owned hardware cooperatives. The True Value cooperative represents independent retailer locations worldwide with retail sales in their communities totaling approximately $5.5 billion. Store brands include True Value, Grand Rental Station, Taylor Rental, Party Central, Home & Garden Showplace and Induserve Supply.

The win follows by a little more than a month UM’s selection to handle North American media planning and buying duties for office supply giant Office Depot. The shop teamed up with sibling agency McCann, which won creative chores.

UM also remains alive in the ongoing media agency review by Brown-Forman, an assignment for which it is the incumbent. 

This story has been updated--an earlier version incorrectly reported that Solve was the buying incumbent. 

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