President of Global Brand Management Ogilvy & Mather
My name is Jaime Prieto and I’m the President of Global Brand Management (GBM) at Ogilvy & Mather. I returned to O&M in July 2011 after first being with the company from 1989 to 2006. I’ve been fortunate enough to live and work in every one of our regions around the world. It gives me a rare and welcome perspective in leading a global team.
In my role, I direct a group of Worldwide Managing Directors responsible for the health and growth of our largest multinational clients. We’ve structured this service model into what we call the GBM to drive a culture of accountability, collaboration, and excellence on behalf of these clients. There’s no other agency in the world that I know of that has this level of formal focus on global clients and that empowers the people leading these businesses across all of our disciplines and geographies. I think it gives our clients the kind of responsiveness and nimbleness they crave.
One of my most important priorities is the cultivation of our people — from our most senior global leaders to the newest generation of international talent. I know we can gain competitive advantage if we harness talent from all over the world, not just the typical Western capitals, and give them the tools and skills to forge new ground for our clients. It’s what makes this role so exciting. We face a new horizon of clients with global ambitions from the BRICs and beyond, and we want to have the people in place to help them get there. That’s what makes for a truly global organization.
A career highlight at O&M was the global launch of the Moto Razr in 2005. At the time, it reinvented the mobile device category and became a fashion and technology statement in over 75 countries, all from work we generated on the “Hello Moto” creative platform that involved creative teams from multiple offices around the world.
My favorite David Ogilvy quote is “When people aren’t having any fun, they seldom produce good work. Kill grimness with laughter. Encourage exuberance. Get rid of sad dogs who spread gloom.”