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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