Ogilvy & Mather chief executive John Seifert has named a new leadership team to implement his unification strategy for the business with the express aim of ‘returning the company to a single-branded, integrated enterprise’.
This shake-up will commence in the US where separate units such as OgilvyOne and Ogilvy Public Relations will be brought under one banner, having previously published separate profit and loss accounts within the Ogilvy & Mather family.
Ogilvy & Mather New York chief executive, Lou Aversano has now been appointed as Ogilvy USA chief executive to lead the integrated team.
During these changes, Brian Fetherstonhaugh and Stuart Smith, will both continue to report to worldwide chairman and chief executive, John Seifert.
Aversano said: "We want to clarify what the global brand stands for and what our business promise is to clients. We want to simplify the company so that when Ogilvy shows up, it feels like one company, not a bunch of individual companies. And we want to unify the whole organization with a team that's more culturally diverse, has a better balance of men and women in leadership and can empower and give young people much more responsibility."
Following the US reorganization the model will be rolled out internationally, adopting any lessons learned from the American experience.