Fiona Johnston to head UM Australia

Fiona Johnston is to return to the media agency world as CEO of UM, replacing Ross Raeburn who moved to sister mobile agency Ansible two months ago.

Danny Bass and Johnston previously worked together at MediaCom

Johnston has spent the past two-and-a-half years running the executive consultancy Wild and Safe where she worked with The Coca-Cola Company, the AFL and eBay.

IPG Mediabrands Australia CEO Danny Bass said his previous experience of working with Johnson at Group M’s MediaCom, where she was chief marketing and business development officer, meant he understood what she would bring to the role.

“Choosing a new leader for UM at such an important period in the media industry’s evolution is one of the most important appointments I have considered,” Bass said.

“Fiona is a very rare executive in terms of her experience and achievements. Also, having worked alongside her previously, I am fully aware of Fiona’s expertise and commercial savvy. I am delighted she has agreed to lead UM Australia.”

Johnston’s experience also includes working with Publicis Mojo/Triangle and Lowe Hunt & Draft. Before moving to Australia she also held senior client ambassador roles with Havas/Euro RSCG working on the Pepsico business.

Johnston said the role at UM was a huge opportunity.

“I am incredibly excited to lead the team at UM,” Johnston said.

“I look forward to supporting some of the best-in-class talent and working with a great portfolio of clients and supporting media owners. It is an interesting time for our industry where our only constant is change, so navigating change with intelligence and speed is both a great challenge and opportunity.”


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