Coach taps UM as global media agency partner

UM, the full-service marketing and media agency network of IPG Mediabrands, has been named media agency of record for luxury brand Coach.

The news follows an account review that began in 2016. Billings are not disclosed. Led from the agency’s global headquarters in New York, UM will conceptualise and deliver customised media buying and integrated planning services for Coach across nine markets in the Americas and Asia such as Japan, Taiwan, Singapore, Malaysia, Korea and Hong Kong.

“We have such a passion for the Coach brand and are thrilled to become their partner in media and brand connections. Coach is an iconic American brand with a rich heritage of craftsmanship. We look forward to supporting Coach as their brand transformation and fashion credibility continues to gain momentum globally,” said Daryl Lee, global CEO, UM. “Our markets around the world are keen to bring the next level of integrated planning and digital and data innovation to Coach.”

“We look forward to working with UM as our media Agency of Record,” said Carlos Becil,CMO of Coach. “We are excited to see the media integration and creativity that they can bring in support of our global brand transformation.”

Coach recently promoted Ian Bickley  to the role of president, global business development and strategic alliances. He was previously president, International group for the Coach brand. In his last role, he was responsible for all international direct retail businesses and oversight for Coach’s International wholesale and distributorship businesses around the world, which today account for more than 200 locations in over 20 countries. In addition, he was responsible for the development of all new and emerging markets globally.

Bickley has been focused on strengthening Coach’s international leadership team and building the foundation for Coach’s direct business operation in Asia completing the buybacks of Coach retail businesses in China, Hong Kong, Macau, Singapore and Malaysia.

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