Described by colleagues as "unflappable," Rachel Caggiano is one of the youngest global brand managers at Ogilvy PR. She joined the firm in 2007 as a VP and is one of the charter members of its digital group – now known as Social@Ogilvy – helping build the company’s social Web design service from the ground up while managing large-scale Web projects and winning new business.
In 2010, Caggiano was named group head of the Washington office’s digital group, assuming responsibility for the agency’s largest digital team and one of the leading social media practice groups in the industry. In the same year, she faced one of her biggest career challenges, leading a team of social media experts to help BP in the wake of the tragic oil spill in the Gulf of Mexico. Her team helped BP set up a worldwide round-the-clock social media program, ensuring the energy company’s messages were heard and enabling top-notch rapidresponse communications, such as correcting inaccurate information via Twitter midway through a live CNN broadcast.
In 2011, Caggiano was promoted to lead the BP account globally. In that role, she pioneered an award-winning content marketing model that brings together advertising, digital, and social media, which – during the 2012 Olympics – helped boost BP’s brand perception on YouGov BrandIndex from -5.9% to +2.6%.
Her expertise has also seen her counsel clients such as UPS and Barclays. In addition to client work, she has led and developed Ogilvy’s digital and social media crisis management approach and led a cross-office team in crisis communications to successfully win new business, including Five Guys.
Colleagues describe her as "a true pro" who embodies a "rare mix of calm and fierce."
"Rachel has had to simultaneously manage the real-time, crisis-related avalanche of social media and the longer-term, brandbuilding work for an industry giant," says global CEO Christopher Graves. "Either one of those challenges would be enough, but handling both is extraordinary."