UM is an integrated full service media agency committed to empowering brands to their full potential of growth through the power of patterns by opening a brand’s aperture and rejecting black & white marketing decisions.
At UM, we Stand Against Bland and see the world in Full Color.
We discover the difference, the uniqueness, the nuance of brands by leveraging the power of Brand Patterns.
UM’s manifesto : https://www.umww.com/full-color-media/
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Full Color Media: strategies with clarity and impact: never a grey moment.
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We excel with mid‑sized advertisers across Brussels, Flanders and Wallonia.
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Empowered talent + top tools = consistent outperformance and measurable growth.
Our edge is people: depth, scale and collaboration. Specialists in strategy, media, insights and technology operate as integrated squads. We diagnose growth, design connections across the full journey and optimise continuously. Clients value our local decision‑making model for speed and co‑creation, and our commitment to measurable impact. The result is solutions that are truly greater than the sum of their parts.
Our values
Our UM values are the heart of who we are. They serve to guide our decision-making, the way in which we approach our work, and align us in our shared mission to Stand Against Bland. By staying true to what we stand for, we help deliver exceptional results for our clients, accelerate our own growth and development, and foster an environment where everyone can do the best work of their lives.
Differentiator
At UM, real differentiation comes from people, partnerships, and the way we make decisions crystal clear. We unite one of Belgium’s strongest teams across strategy, media planning, consumer insight, trend watching, and data & tech. Each discipline is excellent on its own; together, they deliver solutions that are impactful, innovative, and measurable.
What makes this collaboration uniquely UM is our Full Color Media approach. It replaces grey‑zone decisions with vivid clarity across the funnel:
- Color‑coded KPI maps linking brand, demand, and commerce outcomes into a single narrative.
- Market‑sensitive plans for Brussels, Flanders, and Wallonia that respect language, culture, and context.
- Decision contrast tests that simplify choices and prevent over‑targeting or waste.
- Accessibility‑safe dashboards that are easy to read for every stakeholder.
This strength is amplified by the nature of our portfolio. Over 95% of our clients choose to partner with us locally, making decisions here in Belgium, a rarity in a market often led by global mandates. Because our clients hold decision‑making power, they challenge us to raise the bar. Continuous feedback loops let us refine teams, tools, strategies, and processes in real time.
The result is a cycle of constant improvement that keeps us fast and accountable. Clients value the depth of our expertise and the quality of the people they work with: experienced counterparts who are motivated and invested in their business. We are not just a media agency; we are long‑term business partners committed to growth.
Our differentiator is therefore twofold: the scale and talent of our team and the strength of our local client base. Combined with Full Color Media, these elements create an agency culture where collaboration thrives, innovation is constant, and trust is earned through consistent delivery, in full view, with nothing left in the grey.
What we do
UM has a differentiator most agencies cannot match: Interact, our unified marketing technology platform. Built centrally and tuned to Belgian realities, Interact streamlines the entire journey from briefing to reporting and unifies every touchpoint across data, creative, media, and commerce.
Where others juggle disconnected tools, Interact enables real‑time collaboration between agency teams with end‑to‑end orchestration: brand research, audience insights, creative ideation and production, CRM, earned media, live activation, and continuous optimization. It turns complexity into a single, trackable workflow that improves speed, quality, and consistency.
Powered by first‑party data and privacy‑safe identity resolution, Interact breaks down silos that limit precision. Targeting becomes sharper, measurement more truthful, and optimization continuous. With one source of truth, teams can see what is working, fix what is not, and reallocate budget with confidence.
What puts us ahead is the way Interact connects to next‑generation technologies. Within a secure environment, we plug into partners such as Adobe, Amazon, Google, Microsoft, Blackbird.AI, Getty Images, and IBM. This lets teams use generative AI, language models, and creative tools directly in workflow, enabling smarter content, predictive insights, and data‑driven optimization without friction.
Interact is the backbone of how we work and how we deliver Full Color Media in practice: unified briefs, color‑coded KPI maps, shared dashboards, and adaptive playbooks that travel from brand to demand to commerce. For clients, the advantage is tangible: faster decisions, stronger outcomes, and repeatable learning cycles that compound over time in a complex, shifting market.
“Full Color Media is how we remove the grey from decision‑making process. Clients see, in one view, what truly drives growth -from brand to demand to commerce- so our teams can act faster and deliver results with confidence.”
FAQ
Who is UM?
UM is an integrated full‑service media agency committed to empowering brands to their full potential of growth through the power of patterns by opening a brand’s aperture and rejecting black & white marketing decisions.
What is Full Color Media?
Full Color Media is our framework to make media decisions clear. It links KPIs across brand, demand, and commerce with accessible dashboards and explicit trade-off tests.
Because we stand against bland and see the world in Full Color.
How does Interact OS help my team?
Interact OS unifies briefing, insights, creative, media, commerce, and reporting in one secure workflow. It reduces handoffs, speeds optimization, and improves measurement.
Which advertisers are the best fit?
Mid-sized advertisers seeking measurable growth and regional nuance in Belgium. We also scale to larger programs when local control and speed matter.
Do you cover Brussels, Flanders, and Wallonia?
Yes. We plan nationally and execute with regional nuance for Brussels, Flanders, and Wallonia.
How do you measure success?
We define business-level KPIs, map them to media metrics, and track them in shared dashboards. We test, learn, and reallocate budget to what works.
What makes UM different from other media agencies?
Three things: Full Color Media framework, Interact OS speed, and our local decision ecosystem. Together they reduce waste and raise impact.
Who leads UM?
Nathalie L’Hoir is UM Managing Director since 2014.
She is also since April 2024 President of UMA (United Media Agencies) and since 2023 President of CIM Technical Commission Cinema.
What tools and partners do you use?
We connect to leading platforms and AI partners, including Adobe, Amazon, Google, Microsoft, Blackbird.AI, Getty Images, and IBM—within Interact OS.
How do we start?
Book a discovery call. We review goals, audiences, and KPIs, then outline a Full Color plan and an Interact workflow tailored to your business.