UM appointed by CityFibre as key partner for media planning and buying

CityFibre chooses Birmingham agency as a key strategic partner to manage its media planning and buying to deliver integrated multi-channel consumer campaigns

CityFibre, the UK’s largest independent Full Fibre platform, has appointed UM following a competitive pitch to source a media agency partner.

The appointment follows CityFibre’s completion of a £1.25bn financing – the largest ever capital raise for Full Fibre deployment in the UK. CityFibre is already the network of choice for many Internet Service Providers and has secured long-term commitments from Vodafone, TalkTalk and Zen, alongside multiple smaller regional consumer ISPs.

UM’s first integrated multichannel media campaign aimed at residents on CityFibre’s network will land in October and includes off and online media on a local, regional and national scale.

The new campaign is CityFibre’s biggest ever media investment, with activity running across multiple channels including radio, digital audio, out of home and digital out of home, press and online, and targets key project cities and towns where CityFibre’s Full Fibre network is built or planned to be. The campaign will encourage residents in key project cities and towns to Demand Better Broadband and aims to raise awareness of Full Fibre, its benefits and showcase when, where and how residents can join the network.

Liz Dean, Senior Marketing Manager at CityFibre says: “We were really impressed by UM’s strategic planning, buying and data capability to accelerate our marketing activity. The passion and expertise shown through the process makes them ideal partners to match our ambitious plans.

The team demonstrated a true understanding of our brief and ambitions, making UM Birmingham the ideal media agency partner to help us on our journey, starting with the October campaign. We’re thrilled to have them on board to support what has become the fastest rollout of Full Fibre in Europe as we aim to reach at least 8 million homes and businesses.”

Kevin Murphy, Managing Director, UM Birmingham comments: “CityFibre is a true challenger brand with a superb product. We’re delighted to be working with an organisation that has a real opportunity and ambition to futureproof the UK’s digital infrastructure landscape. The partnership plays to our integrated media strengths at UM Birmingham on both a national and local level and the whole team are eager to get started.”

Residents interested in giving their home broadband a boost can find out more about the build and register their interest at