UM MENAT, a media agency that belongs to IPG Mediabrands, marked its sixth annual "Impact Day" by collaborating with Female Fusion, a UAE-based professional network for women. The event was first introduced in the United States in 2016 as part of UM's corporate social responsibility initiative called "Better World." It was later expanded globally in 2018, reaching 50 offices in 40 countries.
The theme of this year's Impact Day was "building a better future," which aimed to showcase UM's dedication to its core values of community and care. In the MENAT region, the agency's focus was on empowering local small and medium-sized enterprises (SMEs) and providing support to female entrepreneurs, aligning with their larger dedication to uplifting the potential of the local business community, particularly female entrepreneurs.
UM MENAT joined forces with Female Fusion to conduct a unique initiative. More than ninety UM employees formed teams to develop marketing strategies for seven different businesses in just 90 minutes. These businesses spanned various sectors, covering manufacturing, production, events, retail, and healthcare.
A jury evaluated the teams' strategies after they had developed them and chose the most effective work. The teams' strategies and marketing plans were shared with the seven entrepreneurs, granting them full discretion to utilize the information as they deemed appropriate.
Maria Poulton, the managing director of UM UAE, emphasized the importance of female empowerment in the MENA region, where female start-ups receive only a minimal fraction of venture capital funding. UM aims to support these entrepreneurs by sharing their expertise and knowledge, bridging the gap for those who may not have access to the resources of a large media and advertising organization.
The Impact Day extended beyond the MENAT region and was celebrated across more than 50 countries. UM's regional branches launched diverse initiatives aimed at contributing to their respective communities. These efforts included litter clean-up on beaches and parks in the US, providing essentials to people with disabilities in South Korea, and feeding unhoused individuals in Greece. UM's global CEO, Andrea Suarez, emphasized that these micro-actions from the community would drive macro results, ultimately contributing to building a better tomorrow.
