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
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.