Currently an associate director in Ogilvy’s 12-strong London corporate and tech practice, Hayward will join MS&L to head a new tech and telecoms practice group at the start of July.
He will lead a team of five, reporting to London CEO Nicholas Walters. The office currently runs a global account for Philips Consumer Electronics, as well as working for the client locally in the UK, France and Germany.
It also has a pan-European account for Xbox, creating PR programmes and managing local agencies.
But the Philips and Xbox accounts will continue to be managed from MS&L’s ‘home’ group, which covers domestic entertainment, although Hayward and his team are expected to have a ‘significant’ input.
Walters said: ‘Account directors were running tech accounts in our generic corporate, B2B and consumer areas. Setting this group up allows us to have the scale and go for growth.’ Technology and telecoms becomes MS&L London’s sixth practice group. The others are: food, drink and nutrition; healthcare; financial services; beauty and wellbeing; and home.
Ogilvy tech clients include Sony Professional Solutions Europe and Biometric Security. Hayward’s clients at Ogilvy include anti-spam company MailFrontier.
Ogilvy practice head Stephen Clark would not say whether Hayward will be replaced directly.
Hayward joined Ogilvy two years ago with responsibility for co-ordinating technology, telecoms and online media work in Europe (PRWeek, 18 June 2004).
Before that, he was head of media at August.One Communications from 1999. He started his PR career at Text 100 in 1996.