Leaders of individual companies, such as Ogilvy Public Relations
Global CEO Stuart Smith and OgilvyOne Global CEO Brian
Fetherstonhaugh, have been asked to "join me as enterprise leaders
for the whole company," said Mr. Seifert. He added that they will
spearhead the integration of each brand's unique tools, skills and
talent into one system. They will also "expand their
responsibilities for the greater Ogilvy organization over time," he
The titles of the individual leaders have not yet changed, but
Mr. Seifert said that "a big part of what we're going to have to
figure out is the new language we're going to use internally to
describe the new company."
"I've spent a year sharing this strategy and talking about the
implications of change with the entire company, and I believe that
everybody is behind me in terms of what it's going to take to make
this happen," he said.
That being said, Mr. Seifert said he's "not naïve," and he
realizes that "change is not easy" and it will take time to
redefine roles. "Now that they don't have to focus on individual
P&Ls, the most senior people can spend more time with the
clients, on the work and with our people," he said.
When asked about layoffs or staff reductions, Mr. Seifert said
the company looks at its total business every month and makes
decisions based on resources, but he believes the new structure
will help Ogilvy better serve clients, ultimately leading to more
opportunities and growth.
In addition to Mr. Aversano, other regional executive
appointments include naming Laurie Young CEO of Ogilvy Canada;
Veronica Hernandez and Cesar Agost Carreno as Mexico co-CEOs;
Horacio Genolet as CEO of Ogilvy Latina; David Mayo as CEO of
Ogilvy Malaysia; Katryna Mojica as CEO of Ogilvy Hong Kong and
EeRong Chong as managing director of Ogilvy Singapore.
Diane Fakhouri was named global chief learning officer after
serving in that post on a North America basis at Ogilvy &
Mather. Chief Diversity Officer Donna Pedro was promoted to the
same role on a global basis across the newly integrated system. And
Suresh Raj and Jennifer Risi were promoted to global roles in
buinesss development and communications, duties they had handled at
Ogilvy Public Relations.
Günther Schumacher, most recently president of global
IBM brand services, was named to the new role
of worldwide chief delivery officer. Todd Krugman, who has been
with Ogilvy since 2007, will succeed Mr. Schumacher as president of
global IBM brand services. He has been working on the IBM business
in markets such as Sydney, Singapore and, most recently, Tokyo.
Mr. Schumacher's position was created as part of Mr. Seifert's
newly created "Ogilvy Delivery" business strategy and operating
system. The new system will help Ogilvy create and operate under a
"common set of standards" globally across production capabilities,
technologies and program management and workflow. For example, Mr.
Seifert said Ogilvy discovered that the company has more than 100
different types of technology being deployed worldwide, and it's
hoping to get that down to 20 to help drive consistency and cut
Ogilvy's restructure comes about four months after Publicis Communications restructured so that
each country's creative agencies, such as Leo Burnett and Saatchi & Saatchi, operate under a single
Similarly, Dentsu Aegis Network operates under a single P&L
for each market, but all disciplines and agencies are under it,
while Havas Worldwide's village model has all
disciplines integrated into one P&L per office.