UM Connect will offer clients, marketers and advertisers online media strategy; online media implementation and buying; rich media; social media; mobile marketing and media; search engine marketing (SEM); search engine optimisation (SEO); and analytics, tracking and measurement.
Said Universal McCann MD Nazeer Suliman,"It's about integrating our thinking and strategic services for clients and not compartmentalising and farming out 'the digital component' to third-party digital suppliers, which often leads to disparate communication channel solutions.
"It is a sad fact that digital is still seen as an appendage or add-on to the channel-planning process and media buy," he continued.
"Yes, cynics would cite that South Africa's Internet penetration is relatively small, but the quality and growth trajectory of this audience base is often ignored - the medium is growing in affordability, is interactive, directly targeted, extremely engaging and highly measurable.
According to the agency, UM Connect will be composed of industry experts who are strategically led and service centric in approach. In addition, the team has direct access to UM's global digital knowledge bank and overall experience.
