• by Joe Mandese  @mp_joemandese, June 16, 2022

IPG Mediabrands' UM unit Wednesday was named media agency of record for new economy employment marketplace Upwork.

UM will handle all brand media strategy, planning, buying data and analytics for the nontraditional employment services brand.

“For the first time in decades, people are questioning what we call ‘work’ and how we do it,” Upwork CMO Melissa Waters said in a statement, adding, “The unprecedented career and work innovation we’re experiencing as a society presents Upwork with a tremendous opportunity. UM will help us accelerate this cultural moment with its proven track record of delivering growth to clients through close partnership, industry-leading capabilities, and a deep understanding of today’s and tomorrow’s audiences. As the professional landscape continues to evolve, it’s critical we work with future-facing agency partners to deliver on our brand, media, and marketing goals at scale.” 

Billings and prior agency relationships were not disclosed.