Seddon (pictured) is the creator of WPP’s BrandZ 100 ranking of global brands and was most recently CEO at Millward Brown Optimor, where she developed the listing. She also served as a founding partner at management consulting agencies FutureBrand and Diefenbach Elkins.

In her new role Seddon will be based in New York and report to Carla Hendra, OgilvyRED’s global chairman, who said: “”We’re very excited to have someone with Joanna’s experience in growing brands in this key leadership role. Companies continue to ask us for help in linking branding and marketing to economic performance in increasingly complex environments. Joanna’s experience in this area is simply unparallelled.”