Mediabrands agency UM Canada has hired Richard Fofana to the new role of VP of strategy.

Fofana has previously worked with agencies including Lowe Roche, Taxi 2 and ZenithOptimedia and has also held client side roles at companies including Molson Coors and Kraft.

In the new role at UM Canada Fofana will report to president Shelley Smit. He will be responsible for determining high level connection strategies, running client and agency workshops, developing content strategies and ensuring full integration across all connection points, according to Smit.