Red Cell Enlists Robertson as Global Strategy Chief

NEW YORK WPP Group’s Red Cell said it has hired Charles Robertson as global chief strategic officer of the network, effective Feb. 1.

A native of Scotland, Robertson, 50, was a managing director of Red Spider, a London consulting firm he founded in 1994. He will continue to be based in the U.K. and work with Red Cell London’s CEO Amanda Walsh, as well as worldwide chairman Andy Berlin of Berlin Cameron/Red Cell in New York.

In a statement, Berlin said, “Charlie is a truly integrated individual. Not only is he recognized as being one of the top practitioners of account planning in the business today, but he has an understanding and perspective on all the things that an agency can do for clients to make their brands successful.” Walsh praised Robertson as “one of the best planners in the trade.”

He is filling a newly-created position at Red Cell.

“Andy and Amanda have a unique vision of weaving these offices together into a valuable asset to clients,” Robertson said in a statement about Red Cell. “I look forward to helping them achieve their goal.”

Robertson’s career includes planning positions at Boase Massimi Pollitt, Bartle Bogle Hegarty and the Leith Agency, all in London. At Red Spider, the client roster included Unilever, Volkswagen, Diageo and Lego.