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McCain Foods hires UM

McCain Foods Canada has retained UM of Toronto as its media agency of record. The firm won the account in a competitive search process involving an unknown number of agencies. The assignment includes media work for McCain's entire product line. UM is a division of IPG Mediabrands.

"UM distinguished themselves with keen insights regarding our business and Canadian consumers," said Vikram Bawa, vice-president of marketing at McCain. "The UM team clearly understands what we are looking for in a media agency to help us deepen our relationship with those consumers."

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