Member Diane Primo
CEO, Purpose Brand Agency
“The world has changed racially and ethnically, while our marketing talent pool has fallen short. We have to invest in promising diverse and inclusive talent today--empowering them to claim their inclusive voice and power--and give them agency to create the marketing plans that really connect diverse audiences while yielding above average returns. BECA is committed to advancing future leaders as well as marketing. ”
Diane Primo is the CEO of Purpose Brand, an awardwinning Chicago-based agency specializing in public relations, branding, and digital marketing. As the only African American female CEO of a purpose-driven communications agency, Diane emphasizes impact marketing, believing that brands must be relevant, transparent, and authentic to succeed in today’s market.
She recognizes that consumers increasingly demand meaningful connections with brands, transforming the landscape of communication.
With a groundbreaking 30-year career, Diane has held leadership positions at prominent organizations, including general manager at Quaker Oats, president of product management at Ameritech and SBC (AT&T), and CMO of CDW. She also led a Kleiner Perkins-backed e-commerce startup in home services.
Her innovative contributions earned her the Ragan Communications Top Women in Communications Trailblazer Award.
Diane holds an MBA from Harvard Business School and a BA from Smith College.
In addition to her professional achievements, Diane is active in various community initiatives. She serves on the board of P33, promoting Chicago as a tech hub, and participates in organizations such as World Business Chicago’s ChicagoNEXT and the Economic Club of Chicago.
A best-selling author and speaker, she is a national influencer on purpose-driven issues and a member of the Forbes Agency Council.
Diane’s commitment to social impact is evident in her efforts to combat homelessness and advocate for gender equality. She co-founded the Primo Center, Chicago’s largest center for homeless families, and SOAR, which empowers women of color in media.