Ogilvy Public Relations Appoints Kerry Sette as Executive Vice President/Research Director for its Research Practice
NEW YORK, Sept. 3, 2015 /PRNewswire/ -- Ogilvy Public Relations (Ogilvy PR), an integrated global communications firm, today announced that Kerry Sette has been named Executive Vice President/Research Director of the Research Group, based in New York, effective August 2015.
Sette's appointment signals Ogilvy PR's ongoing commitment to research-driven insights that solve client challenges and drive business outcomes. A seasoned researcher with deep expertise in a wide variety of research methodologies and topics, Sette will build upon Ogilvy PR's already strong Research Group, products, and approaches.
"Powerful insights are essential in today's communications environment, and powerful insights start with smart research," said Michael Briggs, Ogilvy PR EVP and Head of Insight & Strategy, North America. "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 will be responsible for leading the agency's New York-based Research Group, a team of dedicated research professionals who design and conduct research to inform client programs, new business pursuits, and thought leadership platforms. The cross-functional research team advises clients and teams on research programs, develops new research-based products and measurement models, and better integrates data and analytics into research functions.
"Research is a critical function of all aspects of our agency—from gaining insights for new campaigns, to benchmarking, to branding, to analytics," said Robert Mathias, Ogilvy PR's North American CEO. "More importantly, clients are demanding new and better ways of measuring the impact of public relations campaigns. We are thrilled to have Kerry lead our research team."
Sette specializes in multi-country qualitative research projects. Given her in-depth international research experience, she understands the cultural nuances of each market and the importance of following local norms. Early in her career, Sette supervised the coordination and implementation of brand health studies in over 40 countries with Young & Rubicam Inc., laying the groundwork for model extensions that still exist at Y&R today.
"Research itself is only one piece of the puzzle," said Sette. "The true beauty of the work comes from the insights we uncover with solid research principles. As David Ogilvy famously said, too often marketers use research 'as a drunkard uses a lamppost—for support rather than for illumination.' 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."
Most recently, Sette was Senior Vice President, Director of Consumer Insights with Hill Holliday/Erwin Penland where she lead consumer insights for the agency by designing and executing strategic brand research for Fortune 500 companies. Earlier in her career, Sette worked as the Global Research Manager at Behavioral Insights LLC where she focused on concept testing for IT related services, packaging testing for pharmaceutical companies, brand positioning, communications/messaging, and advertising testing. She has conducted extensive international research and contributed to brand strategies for clients such as Microsoft, OBM, Pfizer, and Rolls-Royce.
Sette is a graduate of Hofstra University, where she received her Master's Degree with High Distinction in Industrial Organizational Psychology. Kerry earned her Bachelor's degree cum laude from the State University of New York at Albany.
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2014, for the third consecutive year, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index. Ogilvy was also named Best Digital Consultancy in the World, Most Creative Agency and Best South-East Agency by the Holmes Report. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), and one of the largest marketing communications companies in the world. For more information, visit our website at www.ogilvypr.com or follow us on Twitter at @ogilvypr.
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SOURCE Ogilvy Public Relations
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