Based in Shanghai, Sinha is tasked with re-engineering Ogilvy China's knowledge management system.
According, Paul Heath, O&M Asia Pacific CEO and worldwide director of O&M Advertising, Sinha's role "will be to create and lead a regional cultural network."
"In essence he will help mine cultural phenomena across Asian markets which will provide a base for Ogilvy to develop big ideals for our clients' brands," he said.
"I'm honored to take on these new responsibilities. Asia's dynamism is what makes it exciting," said Sinha, who was described as "the perfect person" for the two newly created positions by Shenan Chuang, CEO of O&M Greater China.
Meanwhile, Sinha maintains his current position as head of Discovery, a post he has been holding since early 2005. Under his leadership, the unit has published several in-depth consumer behaviour studies, including most recently 'Mum's the word', a study of the modern Chinese mother.
His 'Unmasking the Chinese consumer', written with O&M China chief planning officer Mickey Chak, was also recently awarded the prestigious WPP Atticus Grand Prix.
In August, Ogilvy announced the appointment of Dr. Michael Griffiths as director of ethnography to help further the agency's understanding of Chinese consumer cultures.