UM Mexico’s Patricio Shilton: “Brands Using Ai As An Ally Will Make The Difference”

During the IPG Mediabrands Experience 2025, Patricio Shilton, Managing Director of UM Mexico, highlighted the evolving role of media consulting, data strategy, and the significant impact of Artificial Intelligence (AI) on the media ecosystem.

Shilton, leading the company for the first time during the annual event, stated that the IPG Mediabrands Experience 2025 surpassed all expectations in both attendance and active participation from clients and strategic partners.

Shilton praised the enthusiasm within the sector: “The main goal is for all our clients to be satisfied, receive excellent service, and evolve in media, data, and technology. Clients and media partners are super proactive in talking, getting to know each other, and connecting. Everyone wants to win an Infinity Award, which demonstrates the level of competitiveness and commitment present at this edition.”

Short-Term Strategies and Focus on Business Outcomes

Addressing a global landscape marked by uncertainty and upcoming international sporting events, Shilton acknowledged that many advertisers are currently focusing their efforts on conversion and commerce, rather than long-term brand building.

“It is totally understandable. That’s why we are helping our clients transform those short-term sales into part of the funnel, using data and technology strategies that generate real value,” he explained.

Shilton emphasized the shift from product selling to strategic consulting: “Selling media or data as just a product is no longer enough; what we offer is consulting, helping them understand how to build and activate their own first-party data. It is no longer just about media; it is about business.”

Concluding his remarks, Shilton offered a clear view on the future role of technology: “The brands that use AI as an ally will make the difference.”