OgilvyAction appoints regional VP

From a base in Singapore, Mogford will oversee the network’s shopper and trade marketing engagement and analytics business. He will report to former Ogilvy Japan president John Goodman, who took on the role of regional president of OgilvyAction earlier this year.

Mogford said that he would not seek to implement any radical changes to the discipline, but would focus on “the right clients and building on existing alliances”, while strengthening best practice in the group.

Ogilvy & Mather Asia-Pacific chairman Tim Isaac (pictured) stated that Mogford’s 20 years experience in integrated marketing and expertise and insights in shopper marketing would “help ensure clients receive the right fusing of analytics, insights and innovative activation programmes”.

During his five years within Ogilvy in Asia, Mogford has led the agency’s regional BAT (British American Tobacco) account and worked alongside Danone, Diageo and Cadbury. He will continue to work with BAT and Danone, as well as Unilever and retailers 711 and Wal Mart.

“It’s important that we’re not just working with manufacturers’ brands, but with retailers as well,” he stated.