IPG Mediabrands agency UM today announced the promotion of Adam Morton to chief product officer.

Reporting in to UK & Ireland CEO Rachel Forde, Morton’s remit is to demonstrate the success of UM UK’s planning, digital and data products through case studies and proof points. He is also tasked with identifying where and how more efficient processes and automation can free up UK teams to spend more time on developing strategic client relationships.

Adam has spent more than 20 years with UM, most recently as managing partner of client Services.

Rachel Forde, CEO of UM UK & Ireland, comments, “Adam has long been at the heart of everything we do to enhance our service to clients, with better products forming a key element of that strategy. We have big ambitions for 2022 and he will lead our product and process enhancements to make these a reality.”

Adam Morton adds, “UM’s planning, digital and data capabilities play a central role in how we consult with our clients to help them grow and also in how we collaborate internally. As my previous role involved identifying and understanding client needs, I’m keen to develop our various offerings to speak to those demands. That way we can ensure we futureproof the brands we work with and provide them with tailored, bespoke services.”