Fidelity International appoints global media agency

Campaign, 25th May 2023


Fidelity International has appointed UM as its global media agency following a competitive pitch process supported by The Aperto Partnership.

The Interpublic agency will lead on media strategy, planning and buying, online and offline for the financial services company.

Campaign initially reported on the review in March. It was understood that UK incumbent Wavemaker repitched for the account, as well as Local Planet and a team-up between OMD and Ptarmigan.

In its new role, UM will provide centralised strategy and support, with market and regional teams rolling out local delivery.

Richa Goswami, chief marketing officer at Fidelity, said the UM appointment will “drive greater consistency and alignment” across markets and preserve “local insight and delivery”.

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