Ogilvy PR Appoints Research Leader

Kerry Sette has joined Ogilvy Public Relations (Ogilvy PR) as EVP / Research Director of its Research Group, based in New York.

Ogilvy PR has more than 85 offices across six continents and is part of WPP's Ogilvy & Mather. Its cross-functional research team develops new research-based products and measurement models, in addition to advising external and internal clients on research programs, and integrating data and analytics into their business. The agency says the hire 'signals its ongoing commitment to research-driven insights that solve client challenges and drive business outcomes'.

Sette specializes in multi-country qualitative research projects, and early in her career pioneered international brand health studies at Young & Rubicam Inc. Most recently, she was SVP, Director of Consumer Insights with Hill Holliday/Erwin Penland, and previously she worked as the Global Research Manager at Behavioral Insights LLC. She earned a Master's Degree with High Distinction in Industrial Organizational Psychology from Hofstra University.

Michael Briggs, Ogilvy PR EVP and Head of Insight & Strategy, North America, comments: 'Kerry's infectious enthusiasm for the possibilities of research, and her eagerness to explore new frontiers in methods and measurement, make her the right leader to develop a robust research-driven culture across the agency'. Sette herself quotes founder David Ogilvy, who said that too often marketers use research 'as a drunkard uses a lamppost - for support rather than for illumination'. She comments: 'I am excited to join a global agency that is committed to using research to shine a light on its clients' challenges and illuminate the insights needed for truly impactful work'.

Web site: www.ogilvypr.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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