NEW YORK, October 25—Ogilvy Public Relations Worldwide has named Marjorie White, formerly chief strategist with Connecticut based corporate identity firm Corporate Branding, as its global director of research. White will be based in New York and will report to Paul Hicks, general manager of the New York office.
At Corporate Branding, White was responsible for quantitative research used in shaping brand strategies for clients including Bristol-Myers Squibb, CNBC, and ExxonMobile. Prior to joining Corporate Branding in 2000, she was managing director of brand strategy at Burson-Marsteller, where she established the strategic branding practice. She also spent five years at B-M parent company Young & Rubicam, where she was one of the lead architects in designing and building the global BrandAsset Valuator model for evaluating brand perceptions.
“Marjorie is a key hire because the demand for our research services, and for hard evidence for the impact of the programs we conduct, is increasing dramatically,” says Bob Seltzer, the firm’s chairman and CEO.
White will manage the firm’s research group, and data services groups, which provide primary and secondary research services for clients, including the Centers for Disease Control and Prevention (CDC), National Institute of Allergy and Infectious Diseases (NINAD) and BP. In addition, the research group provides clients with brand performance data through WPP’s BrandZ, an in-depth ongoing study of brands.