UM South Africa repositions with new ‘Moments’ methodology, opens office in Cape Town
Around the world UM has repositioned with ‘Moments’, a methodology and research tool that is changing the way the company delivers outcomes to its clients. South African MD Bruce Williamson says that locally, Moments is already making a huge impact on client’s media strategies.
“At UM we believe that better science and better art deliver better outcomes to our clients in the media moments that matter most. We are a creative media agency, committed to blurring the lines between media and creativity, between data and content, between science and art,” says Bruce.
“A key differentiator is our local research panel in South Africa which consists of 3000 people (across many spectrums) who help us understand how people interact with different media types across different brand categories, against very specific marketing objectives.
“Attention is the new currency. In the year 2000 our average attention span was 12 seconds. In 2013, it went down to 8 seconds according to a recent Microsoft study. That’s a shorter memory than a goldfish!”