Cassandra Tryon has joined the UM North America team as SVP, managing director for the Sony Entertainment business, the Interpublic Group media shop confirmed. Previously, Tryon spent five years at
PHD in New York where she most recently served as SVP, group account director for the Discovery Communications and Oprah Winfrey Network accounts. While at PHD, Tryon also led the Elizabeth Arden, New
Balance, Enterprise/National/Alamo, Havaianas, and Timex accounts. Earlier, Tryon worked on the digital marketing teams at MTV Networks and AOL. At UM, she will report to Karen Hunt, EVP, global
managing partner of UM.