NEW YORK — Lauren Glazer has joined BCW as chief brand officer, as which she will be responsible for the agency’s global marketing and communications.

In the newly created role, Glazer, who joins from Omnicom’s Batten & Co., will have a particular focus on building awareness of the BCW brand beyond traditional audiences. She will report to global CEO Donna Imperato.

“Lauren has a deep understanding of the branding process, from research and positioning through strategy and creative execution,” Imperato said. “Having been a brand consultant for clients for many years, Lauren will now apply that expertise to help us build the BCW brand among a broadening client base that needs our strong capabilities in research, data analytics, advertising, earned and paid media as well as e-commerce.”

Glazer brings nearly two decades of experience in brand building. She spent the last four years as a principal and chief engagement officer at Batten & Co. Before that, she was Gyro’s senior VP of client services and held leadership roles at BBDO and Wieden + Kennedy.