Ogilvy One promotes Peter Moss, Lucy McCabe to reinforce global focus

Moss is promoted from regional executive creative director to vice-president of customer experience. His new role sees him move away from directly managing the creative team to take on a planning function in working to understanding how consumers connect to define specific roles for communications and appropriate channels to achieve them. He will be responsible for mapping the connections between customers and channels, platforms and media and identifying key areas of ROI impact. 

Reporting to Smith, McCabe joins Moss in driving the global focus in her new role as vice-president of consulting services as they aim to implement customer value measurement and optimise the buying process accordingly. Both Moss and McCabe will remain based in Singapore and continue working with country head Stephen Mangham as they still have a part to play in the agency's operations there. 

Prior to her promotion, McCabe was head of consulting in Singapore in working with regional planning head Mark Sinnock. She will continue working with Sinnock in her new role. 

"I am delighted to have Lucy and Pete on the regional team. They are both really smart people who bring the experience and new thinking that is required to maximise the opportunity for our clients in today's and tomorrow's world," said Smith, who was appointed as regional president in July.

The agency's global positioning is centered around the concept of 'unlocking the full value of customers'. Customer value is defined as the sum of a customer's potential commercial value and their potential value as an advocate for the brand. Purchase decisions are being made where conventional marketing communications have little impact or relevancy.

According to an agency statement, most marketers fall short of maximising the full value of customers due to outdated approaches. Steps toward gaining greater value from customers include a shift to more digital media, digital utility, more search-centric programmes, more effective and efficient programmes and more creative and engaging approaches.