Weber Shandwick’s Michelle Giuda is helping brands manage their geopolitical risk

Michelle Giuda’s role at IPG’s Weber Shandwick involves helping brands to manage geopolitical risks, and never has that been more crucial than in 2022. Following the Russian invasion of Ukraine, the knock-on effects on supply chains, national security and human rights means companies need the advice of experts like Giuda, who served as assistant secretary of state for global public affairs at the U.S. State Department from 2018 to 2020 before joining Weber Shandwick. See all 40 Under 40 honorees here Giuda’s specialty is to advise brands on what she calls “public diplomacy” in a world where consumer opinion about world affairs matters more than ever. “While brands have always had to be aware of geopolitics,” she said, “now they have to respond much more to the pressure that consumers are putting on them about those issues too.” Brands also look to Giuda’s team for insight on “what’s coming around the corner.” When the Ukraine war began, she assembled a global task force to counsel clients on everything from employee security to exit strategy to disinformation threats. She nicknamed it “the U.N. of Weber Shandwick.” Giuda, 37—a former college gymnast who was captain of the women’s gymnastics team at UCLA—has less time for the gym these days but believes it was good grounding for her career in geopolitics. “The rigorous training and focus prepared me for it 100 percent,” she said. If you could have dinner with one person, alive or dead, who would it be and why? My dad. We would have so much to catch up on and laugh about. What are the top two social media sites you use on a regular basis? Instagram and Facebook. Lots of scrolling; not as much posting. What’s currently on your bedside reading list? “Leadership Strategy and Tactics” by Jocko Willink and “The Great Adventure Catholic Bible”—along with “The Bible in a Year” podcast. What was the last show you binge-watched? “Only Murders in the Building,” although I’m still somewhat confused by the title. At what age do you hope to retire? I haven’t really thought about it. Maybe I’ll start when I’m 40? See all 40 Under 40 honorees here

Weber Shandwick’s Michelle Giuda is helping brands manage their geopolitical risk

Featured Stories