NEW YORK: Porter Novelli has appointed Phil Buehler, former chief strategy officer of agency Hudson Rouge, to serve as EVP and global director of strategic planning.
Buehler, who stepped into the role on July 1, reports to senior partner and chief client officer Michael Ramah. Previously, Ramah served as the firm’s global strategy director from 2008 to 2012.
In the "reconfigured position," which now includes research and analytics, Buehler will focus on bringing in new tools to help Porter understand the transforming industry, he said.
The tools will stretch across areas including social media and digital measurement, understanding consumer behaviors, and tracking brands, added Buehler.
While the role is global, Buehler said he is focused for now on working with the US strategic planning, analytics, and research team, which consists of about 25 staffers.
The move from Hudson Rouge to Porter reminded Buehler of when he left ad agency Y&R for direct marketing firm Wunderman, he said.
"It was right at the time when big data bases just came into the business and CRM took off, and that transformed the business," he recalled. "I feel that way now where social media is really changing what’s happening."
Prior to helping launch Hudson Rouge in 2011, Buehler served as head of planning at OgilvyOne for a year.
Before that, he spent three years as chief market scientist at Havas, and he served as SVP and brand strategy director at Y&R Brand Asset Consulting for four years. He also previously worked at Wunderman as EVP and director of strategy planning and analytics.