Dudgeon, 48, previously based in New York as Universal's executive vice-president and worldwide operations director, will move to London.
He had moved from London to New York in 1998 to help manage Universal's global launch. In his new role, Dudgeon will continue to run key global accounts.
Dudgeon first joined McCann-Erickson in 1979 and was swiftly promoted to media director. He was the European media director until 1997.
Kent has also made changes to Universal's North American operations. Jean Pool, its executive vice-president and director of operations in North America, has been promoted to chief operating officer of that region. It has also appointed Donna Wolfe as the chief negotiations officer.