Ogilvy expands Zapata's role at San Francisco office

SAN FRANCISCO: Ogilvy PR elevated EVP Dushka Zapata to lead its San Francisco office as it continues to integrate its PR and advertising functions.

SAN FRANCISCO: Ogilvy PR elevated EVP Dushka Zapata to lead its San Francisco office as it continues to integrate its PR and advertising functions.

Zapata will work closely with advertising teams servicing several accounts, and oversee a team of up to 60 PR and advertising professionals in the San Francisco office. She will report to Michael Law, managing director of Ogilvy & Mather West.

She is charged with taking an inclusive view of PR and advertising as the agency integrates with sister firm Ogilvy & Mather, the marketing, branding and advertising agency.

Over the past few months, Ogilvy has realigned its US business to reflect the group's "Compass" structure in Europe and Asia, where its advertising and PR functions are more closely aligned. PR in the US was not as close to the Ogilvy group agencies as elsewhere in the world, but regional leaders have now been charged with bringing the disciplines together on a geographic or "Compass" matrix.

In markets where there was no prior geographic leader, leaders have been named. Group leadership could be a PR or advertising person, or it could be shared between the two disciplines. In the West, which encompasses California and Colorado, Michael Law from PR co-heads the region with Ogilvy & Mather West president Heather MacPherson, who has been leading advertising.

Ogilvy Public Relations Worldwide and Ogilvy & Mather are properties of the WPP Group.

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