DUBAI: Media agency UM MENAT, part of IPG Mediabrands, celebrated its sixth global “Impact Day” last week by partnering with UAE-based professional network for women, Female Fusion.
The agency’s Impact Day was launched in the US in 2016 under UM’s corporate social responsibility unit, Better World, and expanded globally in 2018 across 50 offices in 40 countries.
Held under the theme “building a better future,” the annual day of service aims to demonstrate the agency’s commitment to its core values of community and care, according to a company statement.
In the MENAT region, the agency focused on empowering local SMEs and supporting female entrepreneurs this year in line with its “broader, long-term commitment to elevating the potential of the regional business community, particularly female entrepreneurs,” it said in a statement.
As part of its partnership with Female Fusion, more than 90 UM employees split into teams to develop seven marketing strategies for seven businesses in 90 minutes. The seven businesses were from various sectors including retail, interior design, production, events, and health care.
Each team presented their strategies to a jury, which recognized the best work. The teams also gave their strategies and marketing plans to the seven entrepreneurs, who could implement and execute them as they saw fit.
“Female start-ups in MENA receive a mere 1.2 percent of all VC funding,” said Maria Poulton, managing director of UM UAE.
“Female empowerment is close to my heart and at UM we are very passionate about sharing our knowledge with those who may not be able to access the expertise of a large media and advertising organization,” she said.
UM’s global Impact Day was celebrated across more than 50 countries in which local offices launched initiatives to give back to their communities.
Andrea Suarez, global CEO of UM, said: “From picking up litter on beaches and parks in the US to providing essentials for those with disabilities in South Korea, to feeding unhoused people in Greece, our community’s micro-actions will drive macro results that build a better tomorrow, today.”
