IPG Mediabrands SEE agencies among the leaders in Serbia, Croatia and Bulgaria


According to the annual RECMA report, IPG Mediabrands SEE, or rather agencies UM Beograd, UM Zagreb and UM Sofia, which operate within the I&F McCann Grupa, ranked among the top three media agencies in the markets of Serbia, Croatia and Bulgaria, the only countries in the region covered by this research.

“As a team, and I personally, we are extremely proud that UM agencies are ranked among the top three media agencies in these very important markets. Success is even greater if we bear in mind that as a media group, IPG Mediabrands SEE is also ranked at the very top. The RECMA study and ranking list is a confirmation of the flexibility, entrepreneurship, development of services and digital resources and the innovation of media agencies, and this is precisely what the UM agencies are known for. We are pleased with this success, and we will strive to achieve a leadership position on both these, and other markets in Southeast Europe where we operate, which were not covered by this survey,” said Darko Lukić, CEO of IPG Mediabrands SEE.

RECMA is an independent company that globally carries out survey on the subject of media agency business. These surveys are a strategic tool for the world’s largest advertisers and are often decisive when choosing a media agency with which they will collaborate. The survey covered more than 1,400 media agencies in 90 countries. The annual ranking list is realized through three annual evaluations in 45 countries and is based on 18 criteria that assess the potential of agencies in terms of pitch successes, trends in business development, number of employees and awards at festivals, digital resources and a range of services that involve content creation and the ability of agencies to collaborate with large clients and local advertisers in the long run.