According to Total Media chairman Mike Sell, the new agency will add to Total's offering with a key focus on international brands, travel, charities and motors.
Upward Brown Media was acquired by investment firm Kandinsky Investments a year ago and subsequently changed its name to Radar Media.
A total of 15 staff, including Upward and Brown, have left Radar to join Total UBM. The new company will share offices with Total Media on London's Kensington High Street.
The Total Media Group also includes Total Media, Total Media North, Total Media Direct and Total Production Line.
Client wins for Total Media this year include Holmes Place, Kitchen Central and the Bermuda Tourist Board. It lost the £2m Harper Collins account to OMD last week.
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