NEW YORK: Maslansky + Partners has hired Procter & Gamble veteran Joe Baumann as SVP of research and development and product strategy.
The Omnicom Group firm brought on Baumann on February 1 to boost its investments in behavioral-science-based communications, the firm said in a statement. He will also help to launch the Language of Trust Model tool, which will help clients assess situations and the most effective ways to communicate.
The tool has a limited release and a wider launch scheduled for the second quarter, said Mimi Fernandez, VP of marketing and business development.
"My job is to help determine the capabilities that M+P needs to better support clients," said Baumann. "I then work with our team and clients to turn those technologies and approaches into product and service lines to help our clients."
Baumann will also examine the agency’s operations "top to bottom" to make them more efficient internally and drive better strategy, consulting, and communications development work. The firm has a staff count of 35.
"Part of the rationale for this role is to have someone not reacting to the immediate ebb and flow of business, to have someone that can step back and craft where we can go from here," said Baumann.
Baumann held multiple roles at P&G during his more than 30 years at the consumer packaged goods company, most recently as consumer market knowledge leader for the Behavioral Science Innovation team and the Communication Innovation Research Center. He has served as a consultant for the company since his November 2014 retirement.
Baumann was inducted into the Procter & Gamble Brand Mastery Society in 2015, and recognized as a P&G North Star Consumer Fellow in 2011.
This story was updated on February 15 with comment from Baumann.