LONDON--Michael Frohlich has departed Bell Pottinger Group to become EMEA consumer marketing director at Ogilvy PR.

Frohlich leaves Bell Pottinger Group after eight years, during which he founded and led consumer firm Resonate. Bell Pottinger CEO David Wilson confirmed that the Resonate brand had ceased to exist, in favour of a new unit called Bell Pottinger Consumer. In addition, Resonate creative director Will Scougal has shifted to sister firm Good Relations.

Separately, Ogilvy PR has parted ways with senior director Ross Cathcart, who previously led the UK office after joining the firm in 2009.

Frohlich is charged with leading Ogilvy PR’s consumer efforts across the region and in the UK, reporting to EMEA CEO Stuart Smith. “It’s the heartland business for Ogilvy,” Smith told the Holmes Report. “Consumer has got to be the strongest growth engine.”

Frohlich’s arrival at Ogilvy EMEA is the latest stage in a rebuilding project that has taken place since Chris Graves became global CEO of the firm in 2009. Long considered the weakest link in Ogilvy’s global network, Graves and Smith have made a number of hires to help build a more robust PR presence in the region.

Last year, the firm named Kaitlyn Wilkins and Sandra Saias, both from Ogilvy PR North America, to head digital and planning, respectively, in EMEA. Smith said that one of Frohlich’s goals would be to turn the UK business into a “strong and growing hub for Europe.”

“Chime is a fantastic organisation which has its strength in the UK,” said Frohlich. “Ogilvy has its strength globally and I think that was the biggest attraction.”

Both added that Frohlich’s experience at Chime, where Resonate worked alongside ad agency VCCP, would prove useful in Ogilvy’s integrated model. I don’t find advertising people as scary as other PR people might find them,” said Frohlich. “I’m happy to be a PR man working among different disciplines - it gave me some experience and understanding which I could utilise in a new career.”

"I am personally sad that Ross will be leaving the organisation to pursue other opportunities," said Smith of Cathcart's departure. "He has done a great job at Ogilvy and he will be missed by us all."