In an industry in which media agencies increasingly have access to the same technology, data and platforms, standing out requires more than technical expertise. UM Canada has made that challenge the foundation of its positioning, building its business around a philosophy it calls “Stand Against Bland.”

The approach helped earn UM Silver in Media Agency of the Year in 2026, following a period of sustained recognition and new-business growth. The agency reports more than five consecutive number one rankings in Canada from RECMA, 225 awards over the past two years and recent client wins including Nespresso, Dyson and 7-Eleven.

President Ben Seaton believes the philosophy has helped differentiate UM in a competitive market.

“We believe that daring to be different and standing against the ordinary will not only achieve outstanding results, but it makes the journey for our clients and people more vibrant and inspiring,” he says.

That emphasis on originality also informs how UM uses technology. AI has been integrated into research, audience planning, competitive analysis and activation, accelerating routine work so teams can devote more time to strategic and creative thinking. The IPG-Omnicom merger has also expanded opportunities to connect data, technology and AI capabilities.

The philosophy extends internally through Stand Against Bland Day, employee recognition programs and the agency's Guts and Glory awards, which celebrate ambitious thinking whether or not it earns industry recognition.

Its campaigns demonstrate how unexpected cultural connections can shape media strategy. For Boston Pizza, UM turned hockey fans' playoff superstitions into a campaign imagining a Stanley Cup victory parade, helping increase game-day sales by 7%. For KFC, it connected the brand's bucket to Formula 1's red-and-white chicanes, driving a 21% increase in app downloads and a 52% sales lift on Skip. And for McCain, it launched Masala Fries through a Bollywood-inspired campaign that generated sales 214% above the brand's previous innovation launch.

With 481 employees across four Canadian offices, UM is looking to build on that momentum through both existing relationships and new business.

“We’re excited about client partners that are ambitious and want provocative work – and an agency to challenge the norms and challenge them.”