• by Joe Mandese , June 4, 2024

IPG Mediabrands' UM unit has been named the media agency of record for AI-powered search startup Perplexity.

The assignment includes the launch of Perplexity's "first major brand campaign," including media buying as as well roles as its "U.S. media advisor" and partnering on ad product development.

In April, UM announced it was an "early user of Perplexity's chatbot, Enterprise Pro, along with sister agency McCann Worldgroup.

There was no formal pitch or incumbent media agency of record.