Business transformation for clients—and the agency
Richman plans to apply learnings from her background at WPP, which often competes for accounts with media spend that reaches $1 billion, to advise Wpromote. Specifically, she’ll help Wpromote understand what larger clients look for in an agency.
She led Mindshare for two years, after succeeding Adam Gerhart in 2021 after his promotion from North America CEO to global CEO. Before that, she led another GroupM agency, Wavemaker, in the U.S. market. She previously worked within other holding companies, Publicis and IPG. She is proud of her work at GroupM, she told Adweek, although why she left last March remains a mystery.
“At that time, GroupM decided to take a change in direction, and I certainly accepted that,” Richman said, declining to share more.
Since then, Richman became an executive-in-residence at the Interactive Advertising Bureau (IAB). She also spent time reflecting on what today’s brand leaders care most about, concluding that technology and a performance mindset are crucial to their success. With this in mind, she gravitated to Wpromote.
Wpromote leaders, Richman thinks, now refer to the agency as a business transformation firm—not a “performance agency,” a moniker that implies a digital first, albeit more limited offering. With the former WPP leader now on its board, Wpromote is preparing for a transformative year of its own.
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