The agency has also picked up the planning and buying for Polaris World in Ireland and the Nordic region as part of a European consolidation of the business. Mediaedge:cia previously handled the UK, Ireland and Nordic business, with Universal McCann holding the business in Spain.
Polaris World was created in 2001, and its largest market is the UK. Its current TV campaigns, created in-house, feature its president, Jose Luis Hernandez.
The media consolidation coincides with a rapid expansion of Polaris World resorts. Based in Murcia, it currently operates three resorts, with four more under development.
Joaquin Pelaez, the worldwide director of marketing and advertising at Polaris World, said: "We felt the wider product proposition Universal McCann offered best suited our brand objectives."
Russell Place, the chief strategy officer at Universal McCann, said: "This is a great endorsement of the quality of product at Universal McCann and the spirit of collaboration within our network."