UM promotes Sophie Bingham to Sydney GM

UM has promoted Sophie Bingham to general manager of its Sydney office, Mumbrella can reveal.

Bingham has been with UM for five years, with the agency stating that the move will “provide a better level of client counsel”. She will assume her GM responsibilities on top of her existing role as global business head for the Tourism Australia account.

Bingham has worked in media for 14 years

“Sophie is an immense talent and consistently demonstrates the finest leadership qualities across our UM and group businesses,” said CEO Fiona Johnston.

“As our new Sydney GM, she will be focused on overall client relationships with a view to unlocking what ‘better’ means for them and to allow real, accelerated outcomes. She will also take a strong view on perfecting and simplifying the culture and craft of what we do, as we evolve at pace.”

Under her leadership, Tourism Australia has won a number of awards, including Titanium at the Cannes 2018 Festival of Creativity for its Dundee campaign. Previously, Bingham acted as group director on the NSW Government and ING accounts for UM.

She has also led the thought-leadership platform for senior UM clients, ‘Humans vs Robots’.

The promotion follows the recent promotion of Tobias Young to head of next, a national position focused on assisting existing UM clients.


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