UM promotes Michael Mellington to head of media planning

UM - Michael Mellington

“This is the perfect time for UM to take a market-leading stance, and I’m honoured to lead this charge with our planning community.”

UM Australia has promoted Michael Mellington to the newly created role of head of media planning. 

Mellington, who was previously head of partnerships, Melbourne, will lead the agency’s national media planning team and bring his experience to the forefront of UM’s media planning craft.

Anathea Ruys, CEO of UM Australia, said: “We are very excited to have someone of Mello’s experience and capability fill this critical role in UM’s evolution.

“Exceptional media planning is a cornerstone of client success, and on a daily basis, Mello demonstrates his dedication to the craft of planning and his commitment to client growth. More recently, he has worked tirelessly to establish and deliver a plan to uplift the craft for UM. With his leadership skills so apparent, the entire planning team – and our clients – will see his efforts come to life as we move forward.

“I am truly delighted Michael has taken on this new role and challenge, and I am excited about what the future of media planning looks like for UM with him at the helm,” Ruys concluded.

Mellington said of his promotion: “I am a firm believer that the craft of planning in our industry is pivotal to client growth and needs a renewed focus, so I am thrilled to take on this new challenge working with the incredible talent that is across our national team.

“My aim moving forward is to balance our approach of people and data to unpack the full spectrum of creative media solutions to drive tangible client outcomes. With the fast-paced evolution of our industry, this is the perfect time for UM to take a market leading stance and I’m honoured to lead this charge with our planning community.”

Mellington, who joined the agency in 2016, will report directly to Raj Gupta, UM chief strategy and growth officer. He will be based in Melbourne due to his commitments to Melbourne-based clients, however, he will oversee the national planning team and media planning needs across UM’s national client roster.

Top image: Michael Mellington

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