NEW YORK — Ogilvy has promoted Jennifer Risi to head media relations in North America, as part of its strategy to bring together a regional lead for social, content and media.

Last week, the firm made [email protected] SVP Rachel Caggiano head of content in North America. While Hong Kong-based Thomas Cranston was promoted to global head of [email protected] in December, the search for a North American lead is “underway”, North America CEO Robert Mathias told the Holmes Report.

“For 2014 and beyond we’re looking at the three pillars of communications ecosystem: traditional media, social and content,” Mathias said. “Each one of those needs to support the whole and interact seamlessly.”

This is the first time Ogilvy has created a national post that oversees media efforts. Risi formerly oversaw all media relations in Ogilvy’s New York office. She and Caggiano now both report into Mathias.

“[Risi] understands the strategic use of media relations,” he said. “It’s not just a clips and impressions game anymore...Media relations remains core to -- not every -- but many clients. It’s still an immensely important vehicle. Business reads the New York Times, business reads the Wall Street Journal and having your point-of-view represented in those publications is critical.”

The new layer, he adds, is managing media’s interplay with social and content.

“They cannot -- and should not -- be practiced in isolation,” he said.