UM recruits SMG’s Dianne Richardson to lead US strategy team | M&M Global

UM recruits SMG’s Dianne Richardson to lead US strategy team

IPG Mediabrands’ UM has boosted its US strategy team with the recruitment of Starcom Mediavest Group’s Dianne Richardson.

Dianne Richardson2

Richardson will become chief strategy officer of UM’s operations in the US. Based in New York, she will report to UM USA president Kasha Cacy.

The former Mars and Pepsico International marketer has spent the past 10 years at SMG, most recently as a member of the agency’s global product committee and its Australia executive team. During her tenure, she contributed to the winning of a Cannes Gold Lion and Festival of Media Awards.

“[Richardson’s] credentials reflect the calibre of executive we are looking to attract to UM,” said UM’s global CEO Daryl Lee. “She has a world class track record in delivering communications innovation and creativity, so to have her leading our US strategy is a very important development for the agency.”

Cacy said: “Within the global industry [Richardson] is clearly a top tier talent and we are really looking forward to having her take on our US strategy leadership and also join the US management team.”

Richardson added: “I am driven by a fascination of what really motivates people and how their day-to-day choices can intersect with data, technology and creativity. My new UM role has a broad scope and a great team to work with, so I am looking forward to getting into the opportunities.”

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