Rachel Forde

Rachel’s approach can best be described as: ‘people first, the rest will follow’. This mantra is a leadership style for our times and was recognised in the Financial Times’ Leading Lights list. In 3 years Rachel has transformed the fortunes of UM. According to RECMA, UM is the fastest growing agency in that period. In the last 12 months alone, UM has welcomed Airtasker, Beautypie, as well as retaining Just East and Tourism Australia in competitive pitches. 

Reflecting Rachel's commitment to existing clients with a 98% retention rate and the highest ever TRR (The referral rating) client advocacy score of 8.7, against an industry average of 6.8. Since embedding the UM Futureproof proposition to support clients to deliver short and long term sustainable growth, Forester have named UM the most progressive agency in 2020 and 2021, for 'data and digital, audience and content capabilities'. Significant awards have followed, including recognition at a company level - Agency of the Year, Agency Leader and Grand Prix CEO of the Year, by Mediatel. Business success has not come at the expense of nurturing UM's special culture or Rachel's commitment to using our skills and expertise to make a positive impact to society. Rachel is also a NABS 100 mentor and mentors’ others as a private commitment.