UM Australia has announced the promotion of Michael Mellington to the newly created role of Head of Media Planning. Previously serving as the Head of Partnerships in Melbourne, Mellington is now poised to lead UM’s national media planning team, bringing his extensive expertise and passion for innovative media solutions to the forefront.
Anathea Ruys, CEO of UM Australia, expressed her enthusiasm for Mellington’s new role: “We are very excited to have someone of Mello’s experience and capability fill this critical role in UM’s evolution. Exceptional media planning is a cornerstone of client success, and on a daily basis, Mello demonstrates his dedication to the craft of planning and his commitment to client growth. More recently, he has worked tirelessly to establish and deliver a plan to uplift the craft for UM. With his leadership skills so apparent, the entire planning team – and our clients – will see his efforts come to life as we move forward. I am truly delighted Michael has taken on this new role and challenge, and I am excited about what the future of media planning looks like for UM with him at the helm.”
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Michael Mellington, the newly promoted Head of Media Planning, also shared his thoughts on the new role: “I am a firm believer that the craft of planning in our industry is pivotal to client growth and needs a renewed focus, so I am thrilled to take on this new challenge working with the incredible talent that is across our national team. My aim moving forward is to balance our approach of people and data to unpack the full spectrum of creative media solutions to drive tangible client outcomes. With the fast-paced evolution of our industry, this is the perfect time for UM to take a market-leading stance, and I’m honoured to lead this charge with our planning community.”
Effective immediately, Mellington will report directly to Raj Gupta, UM’s Chief Strategy & Growth Officer. While he will be based in Melbourne due to his strong commitments to Melbourne-based clients, Mellington will oversee the national planning team and media planning needs across UM’s national client roster. Mellington has been with UM since 2016, and his promotion marks a significant milestone in his career and for the company.
