UM Hires SMG's Dianne Richardson To Lead U.S. Strategy

IPG Mediabrands’ agency UM has appointed Dianne Richardson as Chief Strategy Officer of U.S. operations. She is expected to start sometime in the fall. 

Richardson is currently managing partner of Starcom MediaVest Group’s Australia operation and a member of the SMG Global Product Committee. She has worked for the Publicis Groupe media agency network for the past 10 years. 

Prior to SMG, she was a marketer for 10 years with Mars, PetCare and PepsiCo International. 

“Di’s credentials reflect the caliber of executive we look to attract to UM,” said Daryl Lee, Global CEO, UM. “She has a proven track record in developing, executing and sustaining world-class strategic initiatives. To have her lead our U.S. strategy team is a very important development for the agency.” 



In her new role at UM, Richardson will be based in New York and will report to UM U.S. President Kasha Cacy. “Within the global industry, Dianne is clearly a top-tier talent. We look forward to having her not only take on our U.S. strategy leadership, but become a key member of the U.S. management team,” said Cacy. 

In addition to her international assignments with SMG, Richardson has been a member of the agency’s executive team in Australia, leading product, strategy, research and data & analytics. Her category experience includes finance, FMCG, beverages, telecommunications and automotive. 

Richardson said, “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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