American luxury bags and accessories brand Coach has appointed UM as media agency of record for Asia.The IPG Mediabrands won the account following a competitive pitch that began in 2016. Billings have not been 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 Asia and North America.
Coach declined to reveal the incumbent agency but it’s understood Omnicom Media Group-owned agency OMD oversaw the media account in the United States.
“We have such a passion for the Coach brand and are thrilled to become their partner in media and brand connections,” said Daryl Lee, UM’s global chief executive. “Coach is an iconic American brand with a rich heritage of craftsmanship. We look forward to supporting them as their brand transformation and fashion credibility continues to gain momentum globally.”
He added: “Our markets around the world are keen to bring the next level of integrated planning and digital and data innovation to Coach.”
Earlier this month, Coach promoted Ian Bickley to the role of president of global business development and strategic alliances. He previously held the title of president of the international group and worked across Asia to complete buybacks of Coach’s retail businesses in China, Hong Kong, Macau, Singapore and Malaysia.