NEW YORK: Ogilvy PR Worldwide has named Mitch Markson, a 21-year veteran of Edelman, president of its global consumer marketing practice and chief creative officer for purpose branding, two newly-created positions.
Markson, who served as chief creative officer at Edelman for the last seven years, will start at the WPP Group agency on June 4. He will report directly to Christopher Graves, Ogilvy PR's global CEO.
Markson will replace Samantha Allen, former MD of the global consumer marketing practice at Ogilvy, who left the firm last September.
He explained that a main goal is to “realize the vision of integrated marketing.” The firm's consumer practice has about 350 staffers worldwide.
“Now that PR has evolved so much, it's the perfect time for PR to be not just an equal partner in activation, but also in idea development and strategy,” he said. “So I'm looking forward to working with not only Ogilvy PR colleagues, but some great minds at Ogilvy & Mather.”
Markson will lead the agency's new “purpose branding” initiative, which will bring together specialty units such as Ogilvy Impact, OgilvyEarth, and corporate social responsibility to help brands connect with stakeholders through emotionally engaging CSR efforts.
“My role with purpose branding is going to be to look at all the entities Ogilvy has and add some creative spark and help clients come up with purpose-led ideas that are good for their business, but also good for society,” he said.
Markson added that he will build a community of consumer marketing PR experts within the agency “who are much more than media relations people.”
In terms of geographic focus, Markson will initially concentrate on the US, then leverage Ogilvy's presence in Asia and consider how “continental Europe contributes to the mix.”
Prior to serving as chief creative officer at Edelman, Markson was head of the firm's global consumer marketing practice for more than a decade. He was also VP and creative director at Ketchum for about four years.
“I had an amazing time at Edelman,” he said. “I'm incredibly excited about the new opportunity, but I also respect and admire everything I've experienced at Edelman.”