Spotify Chose UM To Handle Their Global Media

After a review that began in mid-2016, online music streaming service Spotify chose UM –part of IPG’s Mediabrands— to assume the planning and purchase of media services for the brand globally. It is estimated that in 2016 the firm spent approximately US$16 millones in global billings. “We have selected UM as our global agency of record. There are no additional details to share at this time” said a Spotify spokesperson in a brief statement. The online music company internally handles part of their media buys related with marketing. At the start of 2017, Spotify extended their own capabilities for programmatic sales by acquiring the application MighttTV. Recently, WPP Data Alliance and Spotify collaborated in data, insights, creativity, technology, programmatic solutions and new growing markets.