Momentum hired Abbie Baehr (formerly Abbie Walker) as senior vice president, director of strategy, North America.
In the role, Baehr will be based of Momentum’s New York headquarters and report to senior vice president, global director of strategy, insights and performance Elena Klau.
“Abbie is a rare, bold talent in an industry that requires ever bolder ideas. Our industry is rapidly shifting its focus toward creating intimacy at scale for brands, and working to understand the behavioral, technological and societal shifts that are making such focus essential,” Klau said in a statement. “Her proven capabilities in creating powerful human truths for both B2B and B2C brands will be a huge competitive advantage for Momentum clients.”
Baehr rejoins Momentum following over two years as senior vice president, head of strategy at Jack Morton New York. Prior to that she served as strategic lead on Momentum North America’s Coca-Cola account. During his first stint with Momentum she also worked with brands including Microsoft, American Express and William Grant & Sons.
“Momentum has always been a best-in-class experience agency. However, with their heavy 2016 investments into analytics, research, listening, and technologists, 2017 is going to be a very exciting year – and that’s something I am very excited about being a part of,” Walker told The Drum. “I hope with my broad experience in creative strategy and focus on effective business results, Momentum can expect me to bring a focused, effective, strategy culture to the team. Applying these skills to their insights strength is an exciting prospect.”