UM and MediaCom battle as News Corp consolidates media

News Corp is understood to have launched a closed review to consolidate traditional and digital media planning and buying duties under one agency, AdNews can reveal.

The review involves MediaCom (News Corp's traditional media partner) and UM (digital partner), with one agency tipped to be given the full account less than two years after it was split.

News Corp has officially played down the speculation saying it has "no plans" to change its agency arrangements. MediaCom and UM have not responded to AdNews requests for comment.

MediaCom took News Corp's traditional media buying and planning duties from UM without pitch last year. The move was announced by News Corp's then marketing director Damian Eales on the same day GroupM and MediaCom went public with the results of its misreporting audit, making it a timely and welcome vote of confidence for the agency. Eales had worked closely with MediaCom and its then CEO Mark Pejic in a previous role at Westpac.