OMD’s Vogel Shifts to PHD

NEW YORK Ad industry research veteran Judy Vogel on Monday joins Omnicom Group’s PHD as director of the shop’s research department.

She fills a post that has been open at PHD since Barbara Zack left for IAG Research three years ago.

Vogel is joining PHD from sibling shop OMD, where she oversaw media research and consumer insights for five years.

She becomes the second senior executive that PHD has recruited from OMD in recent months. In October, John Swift moved to PHD as managing director in charge of all buying activity at the agency.

Vogel will report to Peter Mears, PHD’s director of knowledge.

Vogel said she was attracted to PHD by the opportunity to work again with Swift, as well as Steve Grubbs, the shop’s North American CEO, and Matt Seiler, its U.S. president, both of whom she worked with during a stint at BBDO.

After conversations with the PHD executives, Vogel said, “I thought it sounded like they were doing some exciting things and it all sort of clicked. They’re really focused on ideas and innovations.” (Vogel also chairs the American Association of Advertising Agencies’ research committee.)

“Judy has over 20 years experience, she’s known as a heavyweight in the industry, she’s client focused and I think she’ll prove to be a great fit with our entire team,” said Mears.

Mears, hired two years ago to develop PHD’s research and strategic planning offering, said the core management team is now in place with Vogel’s hiring. Her counterpart on the strategic planning side is Ben Parker, hired last year as director.

PHD has just started to roll out a new communications planning framework known as ETNA, which stands for Exploration (knowing clients business), Thoughtleader (a sort creative brief that sums up client’s communications strategy), Neuroplanning (proprietary process examining how different media influence people) and Action Planning (turning strategy into “actionable” solutions).

OMD has yet to name Vogel’s replacement.