Ogilvy Realigns Planning Functions

NEW YORK WPP Group’s Ogilvy & Mather said it has made several moves designed to bolster its standing in the strategic planning arena.

Colin Mitchell has been given oversight of the discipline and has been named chief strategic officer of Ogilvy’s headquarters office here. Mitchell, 36, had previously been joint planning director.

Robin Bardolia, 38, also previously joint head of planning at Ogilvy, has been tapped to head the Ogilvy Planning Syndicate, a new unit within the planning department consisting of specialized research, planning and consumer insights consulting groups. It will include the newly created Brand Asset Management group overseen by Bob Kahn, 51, who joined the agency earlier this year from a long tenure in the branding and identity space.

Ogilvy also said it hired Andy Jones, 48, previously director of planning at Rapp Collins, as head of account planning for its OgilvyOne relationship marketing unit.

“We have invested in and built what is acknowledged by the industry to be the most effective planning and strategy department,” noted Bill Gray, president of Ogilvy in New York, in a statement. “We have a tremendous pool of talent—all inspired thinkers and many recruited by Colin for their specialized skills. This new structure will allow us to continue to deliver winning ideas that help brands succeed in the marketplace.”

Mitchell joined Ogilvy five years ago after working at such agencies as BMP DDB in London. He has worked on many of the agency’s brands and has been published by the Harvard Business Review on the subject of internal branding.

Bardolia joined Ogilvy two years ago from Fallon, where he was head of its planning group, and has worked on Ogilvy accounts such as Ponds, Motorola and Unilever. In his new role, he will be charged with bringing innovation to the agency’s existing planning tools and to utilize the individual consulting groups to meet client needs and challenges.

—Adweek staff report