The Marie Curie Cancer Care business is the first account loss for WPP’s ambitious challenger network Maxus since Lindsay Weedon took the helm last summer.
James Jennings, the former joint managing director at the agency who left last month to take a sabbatical, had previously been a key contact on the account.
The charity’s creative account was not under review and will continue to be held by DLKW Lowe.
UM’s immediate focus will be on supporting the Great Daffodil Appeal, which has been backed by a number of leading celebrities. UM’s task will be to encourage people to contribute to the appeal by volunteering an hour of their time to go out on to the street and collect donations.
Fiona Andrews, head of marketing communications at Marie Curie, said: "UM really impressed us with their overall approach to our business, their ideas-led focus, digital leadership and commitment to client service."