O&M Sets Up OgilvyAmp Data Practice

WPP firm Ogilvy & Mather has launched a Global Center of Data Excellence it calls 'OgilvyAmp', to help clients develop innovative approaches for using their data.

OgilvyAmp will evaluate clients' current enterprise data capabilities and investments as part of their customer engagement strategy; provide advanced client-specific analytics to address customer insight, segmentation, and measurement; and offer data management technology. Clients will also be able to use the center's proprietary product design development methodology, tools and frameworks.

The initiative will be led by Chief Data Officer Todd Cullen (pictured), who has already appointed Mark Donatelli as Global Head of Data Strategy; Brady Gadberry as Global Head of Product Development; and Tom Hutchison as Global Head of Data Management Technology. This team will partner with more than 300 data and analytics professionals across the network, and will also tap into the assets and capabilities of the WPP Data Alliance network of market researchers and specialists in CRM, media and digital technology.

Commenting on the launch, Miles Young, Global Chairman & CEO of Ogilvy & Mather, said: 'When I appointed Todd Cullen as Chief Data Officer last year, the idea was to create an innovative data offering, which makes data really useful - and less distracting - for clients. OgilvyAmp is the means by which we will make that idea a reality.'

Web site: www.ogilvy.com .