New leaders named for Ogilvyone and global brands

16 July, 2004


Ogilvy & Mather Worldwide announced today that longtime agency executive Brian Fetherstonhaugh (46), currently Chairman of Global Brands, will become CEO of OgilvyOne worldwide, effective October 2004, when current CEO Reimer Thedens relinquishes that title. Thedens will remain Chairman of OgilvyOne worldwide until his retirement in early 2005.

In making the announcement, Ogilvy Chairman & CEO, Shelly Lazarus noted, "Brian’s vast operational, client and global experience makes him ideally suited to build on Reimer’s success in furthering OgilvyOne’s leadership position in the world. Brian is a bilingual marketer with an unsurpassed ability to bring fully integrated 360 degree marketing solutions to clients."

John Seifert (47), a 25-year agency veteran and global leader on the American Express, BP and DuPont accounts, will take over from Brian Fetherstonhaugh as Chairman of Global Brands in October. In his new role, Seifert will be involved in Ogilvy’s 20 largest global brands while continuing to serve as the global account leader on his existing accounts.

Thedens (55) has been Chairman and CEO of OgilvyOne worldwide (formerly O&M Direct) since 1995, having opened one of the first Ogilvy & Mather Direct offices in Frankfurt in 1977. He has been instrumental in expanding OgilvyOne worldwide into the largest and most highly awarded one-to-one agency the world.

In commenting on the moves, Lazarus, said, "Ogilvy is remarkably fortunate to have an experienced team of extraordinarily talented executives. These appointments underscore the extensive bench strength we have."

Fetherstonhaugh, a native of Montreal, began his career in brand management at Procter & Gamble in 1979. He joined Ogilvy Canada to work on such international accounts as American Express and Kraft and assumed leadership of Ogilvy’s direct and interactive business in Canada in 1989. He was named President of Ogilvy & Mather Canada in 1994 and then moved to New York in 1997 as Chief Operating Officer on the agency’s global IBM account. In 2000, Fetherstonhaugh was named to the Ogilvy & Mather Worldwide Board of Directors and since then has expanded his portfolio to include oversight for AT&T Wireless, Cisco and DHL. In 2002, he was named Chairman of Ogilvy Global Brands.

John Seifert, Managing Director, has been with Ogilvy & Mather Worldwide for 25 years, and has worked across virtually all of Ogilvy’s worldwide accounts. He has served a diverse group of U.S. and worldwide clients in Bangkok, Chicago, Los Angeles, New York, and Singapore. In 1986, he began his international tour, as General Manager of Ogilvy in Thailand. In 1988, he moved to Singapore as Country Head. Seifert returned to New York in 1992, to run the international side of the American Express business. Since 1997, he’s been responsible for the American Express global account, and has added global responsibilities for BP and DuPont. He is a member of the Ogilvy & Mather Worldwide Board of Directors.

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