SMG Appoints Sue Frogley To New Global Commercial Director Role

Starcom MediaVest Group has appointed Sue Frogley Global Commercial Director, a new role at the Publicis Groupe-owned media agency network.

Frogley will be responsible for negotiating contracts with SMG’s global clients and will also establish the shop’s “strategic M&A vision and investment strategy.” She’s also tasked with developing new commercial models and trading deals designed to drive “diversification of new revenue sources.” 

Based in London, Frogley will report to SMG Global CEO Laura Desmond.  “As clients move more toward globalization and as marketplace dynamics are changing at warp speed, Sue will be instrumental in navigating the landscape and maximizing value for our business and for our clients,” said Desmond. “She has a proven track record of long-term value creation, building teams and delivering innovative global commercial solutions." 



Frogley joins SMG from Dentsu Aegis Media, where she was most recently President of Commercial Operations. She was responsible for all commercial negotiations and commercial development at a global level, covering both new and existing clients. In the last two-plus years she negotiated some $1 billion in client contracts for the company across 83 countries. 

Earlier Frogley was CFO at Aegis Media Global and Isobar Global, where she built a commercial platform for development of global clients.   

“I’m thrilled to be joining the [SMG] team at such an exciting time in the industry and look forward to becoming part of their entrepreneurial talent and helping promote best-in-market offerings across SMG’s portfolio,” said Frogley. 

The appointment comes days after Publicis Groupe unveiled a sweeping management reorganization that included Desmond’s elevation to a member of the holding company’s expanded management board. She was also given the added responsibility of overseeing the Groupe’s VivaKi operations for the next year.

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