Ogilvy creates insight group in North America

Ogilvy Public Relations has developed an insight and strategy group for North America.

NEW YORK: Ogilvy Public Relations has developed an insight and strategy group for North America.

Fifteen-year Ogilvy veteran Michael Briggs is leading the group. He was promoted from EVP of strategy and planning to EVP and director of insight and strategy.

Based in the firm's Washington, DC, office, Briggs is reporting to Robert Mathias, CEO of North America at Ogilvy PR.

Briggs is the right person to lead the insight and strategy group because he's “intensely smart” and a wonderful teacher, said Mathias.

“He has the ability to see patterns that others don't and to grab an ‘ah-ha' moment,” he explained.

While the agency has insight-driven programs, Mathias said it was important to create the group to highlight strategy and “make it a key deliverable and an expectation of Ogilvy work.”

“The ability to derive an insight from a set of data, a situation, or a client problem is really the differentiating characteristic, and a good insight is what makes the difference between an effective campaign that drives business results and one that doesn't,” he explained.

The group is comprised of about 32 senior and mid-level staffers from offices around the country, but Ogilvy is still in the process of identifying members, said Mathias. He added that each team member will remain in his or her respective office.

In the “modern ecosystem” of PR, Mathias said it is critical for insight and strategy, content, media relations, and social media to work together.

Briggs' appointment follows a number of recent promotions at Ogilvy, including Rachel Caggiano to the newly created role of EVP and North America head of content and Jennifer Risi to MD of Ogilvy Media Influence and head of North American media relations.

At the end of last year, the agency also promoted Jennifer Wayman from EVP and group director of social marketing in its Washington office to MD of US social marketing.

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