MediaCom wins Universal Music's US media business

Universal Music Group (UMG) has consolidated its US media business into Group M's MediaCom, adding to its media planning and buying duties in Europe, Canada and Australia.

Lady GaGa 'The Fame': Universal Music artist
Lady GaGa 'The Fame': Universal Music artist

MediaCom won the US business after pitching against a number of undisclosed smaller media agencies. The brief is believed to have concentrated heavily on the company's digital ambitions.

In the US, Universal Music has previously worked with a range of small agencies handling separate areas of its business, which incorporates Def Jam Recordings, Interscope Records, Geffen Records and Island Records.

In 2009, MediaCom UK won Universal Music's £100m pan-European media planning and buying account, having worked on the music label’s UK account since 1999.

Andrew Kronfeld, UMG's president of global marketing, said: "Through our relationship in other parts of the world, MediaCom has already demonstrated to us their ability to think and execute boldly in the very complex modern music business.

"Their creative ideas for how to approach media strategy and buying in the US have shown us they are the right partner for UMG."

Universal Music artists include Lady GaGa, Noah and the Whale and The Black Eyed Peas.

Follow Sophie Maden on Twitter @Sophie_Maden