Waggener Edstrom ups Cook to top North America consumer role

Tiffany Cook has been named head of the agency's consumer sector for North America.

New Waggener Edstrom consumer leader in North America Tiffany Cook
New Waggener Edstrom consumer leader in North America Tiffany Cook

SEATTLE: Waggener Edstrom has promoted Tiffany Cook to head of the agency’s consumer sector for North America from EVP, it said Wednesday.

Cook, who has worked at Waggener Edstrom for more than 15 years, will oversee all consumer efforts at the firm across retail, consumer technology, automotive, and spirits. She will report to Pam Edstrom, cofounder, partner, and North America technology head for the agency. Throughout her tenure, Cook has helped to double the amount of consumer work done by the shop, it said in a statement.

In 2012, Alison Schwartz, Waggener Edstrom’s previous head of consumer for North America, left the agency. Since her departure, several executives have overseen the consumer sector rather than a single leader.

The firm’s consumer clients include Volvo, Microsoft, Lithium, Skype, and Woodford Reserve.

While she plans to look holistically at all of North America to grow consumer efforts, Cook said New York is a key location for the sector. She added that she sees opportunity ahead with how much technology is blending with various industries, such as retail, automotive, fashion, and sports.

Most recently, Cook served as EVP in the consumer practice since March 2013, according to her LinkedIn profile. Before that, she was an SVP for six years.

Last month, Waggener Edstrom named Chris Millward GM of its China operations and Shefali Srinivas as healthcare director for Asia-Pacific.

This article was updated at 4pm ET with comment from Cook.

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