WASHINGTON: Ogilvy Public Relations has promoted Kathy Baird to MD of content and social for Ogilvy North America.
She is taking on the newly created position alongside her role as EVP and head of social and content for Ogilvy Washington, extending her responsibilities across all of North America. Baird will be responsible for integrating and strengthening Ogilvy's social team across the continent.
"My first goal will be to integrate the social functions across North America," Baird said, "and strengthening the culture of the social teams across the network, building a network of experts, and building a collaborative, unified presence across North America."
Ogilvy’s content and social team has about 300 staffers across North America, which Baird will oversee, as well as 15 direct reports in Washington, D.C. She will report to Mark Himmelsbach, president of content and social for her North America role and continue to report to Rob Mathias, CEO of North America, in Washington, where she is based.
Baird is also focused on boosting Ogilvy’s influencer relations program and analytics capabilities, both of which she said will become more important to social PR.
"There's a focus on influencer relationship management, finding out who are today’s influencers and how do we best reach them. That landscape continues to grow," Baird said. "And a focus on analytics. We continue to have more access to data, be it from social, digital, or paid, to prove the value of social."
Baird has worked at Ogilvy for about three years. Previously, she was SVP and partner at FleishmanHillard and has held roles at Mindshare Interactive Campaigns, MCI, and WorldSpace.
"Social is the integrator between PR and marketing," Baird said. "When we have a social program or paid media campaign, we also need marketing teams. We'll see bit more collapsing of PR and marketing into each other in the future."
This article was updated on August 15 to correct Baird's title to MD of content and social.