Ogilvy & Mather, looking to expand the agency’s social media strategies into new markets and expand its mobile marketing, hired two new digital heads, the agency said in a press release. Tom De Luca was tapped to be the agency’s new COO of social media, and Julie Renwick is now executive director of mobile of Ogilvy North America.
De Luca formerly worked for Warner Bros. Entertainment, where he was the VP of worldwide interactive marketing. He developed campaigns for franchises including “Harry Potter,” “Batman,” “Sex and the City,” “Gossip Girl” and “The Vampire Diaries,” and pioneered a partnership with Facebook allowing consumers to purchase Warner Bros. film properties on the site.
Renwick was formerly executive producer of mobile and social plaforms for R/GA, where she worked on mobile and social media initiatives for companies including Nike, Wal-Mart Stores, Tiffany & Co., Avaya, Johnson & Johnson and SC Johnson & Son.
“Mobile and social are huge, growing areas. Clients are beginning to demand mobile and social in all their marketing plans,” said Brandon Berger, chief digital officer for Ogilvy & Mather. “Any marketing strategy you create will have a mobile component.”
“It’s no longer a channel issue,” he said. “It’s about consumer behavior.”
He noted that De Luca’s “strong operational skills” will help the agency
create a solid structure and scale for its social offerings, and
Renwick, he said, was chosen for her ability to not just strategize
mobile marketing plans, but see each through to its successful
execution.
