Ogilvy Snags Drummond From Crispin

Ogilvy & Mather, looking to rebuild its strategic planning capabilities on the West Coast, has recruited Colin Drummond, the top planner at Crispin Porter + Bogusky.

Drummond, 47, will oversee planning across the WPP Group agency’s offices in Los Angeles, San Francisco, Sacramento, Calif., and Denver. He’ll be based in Los Angeles and report to Colin Mitchell, joint worldwide head of planning, and Ogilvy West president Heather MacPherson.

Drummond’s first task is to expand a department that has shrunk to just a handful of planners, Mitchell said. As director of cultural and business insights at MDC’s Crispin, Drummond helped broaden the definition of a planner by, for example, hiring sociologists and journalists.

Mitchell described him as “one of the leading thinkers on the relationship between culture and branding,” adding that he has “watched with interest as [Drummond] has grown his department at Crispin into one of the most innovative in the world.”

Mitchell further described Drummond as a “provocateur,” noting his work as a blogger and his belief that brands can make imprints on culture. Ogilvy’s top West Coast clients include Cisco, Arco am/pm and Nature Made.

The largest office, Los Angeles, has about 120 staffers. The headcount in San Francisco is around 80.

In a statement, Drummond cited Ogilvy’s “rich heritage in planning and a strategic approach to helping brands realize their connection with the world around us — a cultural and business imperative that aligns with work I have done fusing marketing with culture and social insights.”

Drummond spent six years at Crispin, working out of its Miami and Boulder, Colo., offices on brands such as the Mini Cooper, Burger King and American Express Open. He had led the shop’s planning department for the past two-and-a-half years. Before Crispin, Drummond was a senior brand planner at Interpublic Group’s Mullen in Wenham, Mass., where he worked on Nextel, LendingTree and the U.S. Department of Defense.

Expected to succeed Drummond at Crispin is Dagny Scott, a group director of cultural and business insights who has worked at the shop since 2007.

Earlier in her career, she was a news editor at The Santa Fe New Mexican.