Ogilvy hands Lucy McCabe global remit, splits Asia leadership of consulting arm

Ogilvy has promoted Lucy McCabe to global lead for Ogilvy’s customer engagement and commerce capability. McCabe’s (pictured centre) new role is effective immediately from Singapore, and she will move to London later in the year. She reports to Ogilvy's worldwide CEO John Seifert.

McCabe previously held the role of managing partner, consulting principal at Ogilvy Consulting Asia, the agency's strategy and innovation arm. According to her LinkedIn, McCabe first joined Ogilvy in 2008 as vice president, consulting services, Asia Pacific. She was then promoted to president of OgilvyRED APAC, which was later rebranded to Ogilvy Consulting. Prior to her time in Ogilvy, she helmed the role of managing director at advertising agency RAPP Collins, as well as regional account director at Wunderman, her LinkedIn added.

She succeeds Jimmy Schougaard, who left Ogilvy last year. According to his LinkedIn profile, Schougaard is currently the president for Reprise Digital EMEA. Jerry Smith, chief operating officer for Ogilvy Asia and principal consultant of Ogilvy Consulting Asia, said: “[McCabe] has developed some of the best client growth strategies across a number of categories and helped shape a market leading offer in our advisory services. She thoroughly deserves this promotion and I know she will succeed in developing growth and value for our clients at a global level."

Meanwhile, Ogilvy Consulting has promoted Pierre Robinet (pictured left) to managing director for Southeast Asia. Robinet first joined Ogilvy Consulting in 2016 as senior partner in Southeast Asia. During this time, he has led both the innovation and the health and wellness practices for the network in the region. According to a press statement, Robinet has extensive experience in marketing, digital, and business transformation strategy. 

Ogilvy Consulting has also promoted Christopher Brewer (pictured right) to managing director of North Asia. Brewer joined Ogilvy in 2013 as the head of Hong Kong’s consulting practice, and was most recently senior consultant for the agency working on the digital transformation and consumer experience practices of the network. He worked alongside Lucy McCabe for the last six years.

In a statement to Marketing, a spokesperson from Ogilvy said Robinet and Brewer are taking over McCabe's former position, which is now split between Southeast Asia and North Asia. Both of them will report to Smith, who continues to oversee Ogilvy Consulting in Asia. According to Smith, Robinet and Brewer will be joining him and Sandy Ng, who leads Ogilvy’s China consulting business, in the stewardship of Ogilvy Consulting in the region. Marketing has reached out for additional information.

The new appointments come two weeks after Seifert said he will be stepping down from his position when "a successor is appointed and a leadership transition is completed sometime in 2021". Seifert said that earlier this year, he and WPP's chief executive Mark Read agreed that they should begin the process of searching for his eventual successor, knowing that this process takes time and thoughtful engagement with potential candidates internally and externally. Earlier last month, Ogilvy also appointed Corrina Murphy as its chief martech officer in Singapore. In this newly-created role, Murphy is tasked to accelerate Ogilvy’s martech innovation and leadership. She also joined the local Ogilvy leadership team to head up its digital transformation capability in Singapore.

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