Digital first agency YMU has unveiled two key appointments. Rhyanna Coleman, former Spotify executive, has joined as leader of YMU’s rapidly expanding podcast division. At the same time, Drew Middleton, former LADbible strategy head, will lead digital marketing and social strategy across the firm’s portfolio of talent and creators.
Announcing the appointments, YMU CEO Mary Bekhait, said: “Rhyanna brings a wealth of experience from her time at Spotify, where she worked with top UK podcasters like Gary Lineker, and launched podcasts for stars such as Rob Brydon, Olivia Neill, and Munroe Bergdorf. She will spearhead our growing podcast portfolio, including Fearne Cotton’s Happy Place, High Performance with Jake Humphrey & Damien Hughes, Grace Beverley’s Working Hard, Hardly Working, James and Fuhad’s ShxtsnGigs, Jamie Laing and Sophie Habboo’s Newlyweds and Great Company, Sophia Tuxford and Cinzia Baylis Zullo’s The Girl’s Bathroom, Giovanna and many more.”
In addition, Coleman (pictured) will also oversee new projects, such as Davina McCall’s upcoming women’s health podcast (part of Steven Bartlett’s Flight Group) and fresh content from Graham Norton, David Walliams, and Matt Lucas.
Commenting on her appointment, Coleman said: “This is a special opportunity, as I’ll be working with the brilliant teams behind some of the best podcasts and networks out there. Together, we’ll be building on their incredible successes and bringing even more podcasts to market, hosted by some of the UK’s favourite names in media.”
Middleton, meanwhile, “will elevate the strategy, creative direction, and monetisation across our entire roster, continuing to enhance our clients’ profiles and attract more of the biggest names,” says Bekhait. In his career to date, Middleton has activated over 500 branded content partnerships, including high-value deals with brands such as UberEats, Warner Bros, Visa, Nando’s, Disney+, and KFC. He has also orchestrated social and digital activations that have reached over 1.4 billion people globally.
