Ogilvy taps White to head research

New York: Ogilvy Public Relations Worldwide has hired Marjorie

White away from Connecticut-based Corporate Branding to become the

agency's global director of research.



With White's appointment, Ogilvy has merged its primary and secondary

research groups into one group.



White has a staff of six people, and will report to Paul Hicks, MD of

Ogilvy's New York office.



As chief brand strategist with her former employer, White was

responsible for all quantitative research used in shaping client brand

strategies.



Prior to that, she was MD of brand strategy at Burson-Marsteller, where

she established the strategic branding practice.



White said her goal is to have all Ogilvy PR groups use and integrate

more research into client programs.



"It's about helping our clients become thought leaders within their

industry, as well as doing research to define programs, develop

programs, and access them at the end," said White.



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