NEW YORK--Mitch Markson has departed Edelman to head Ogilvy's global consumer practice.

Markson, previously global chief creative officer at Edelman, succeeds previous Ogilvy consumer chief Samantha Allen.

Allen had shifted from Ogilvy Australia to New York following the departure of former Ogilvy consumer MD Barby Siegel in 2010 to Edelman subsidiary Zeno. Allen's nine-month tenure saw a number of people leave Ogilvy New York's consumer practice, before she herself quit the firm last year.

Markson also takes on leadership of an initiative that Ogilvy is calling "purpose branding", which aims to help brands connect emotionally with all stakeholders, via a commitment to social responsibility. The approach will see Ogilvy attempt to bridge existing practices such as OgilvyEarth, Ogilvy Impact, social marketing, and corporate social responsibility.

“Mitch will be an Ogilvy giant,” said Ogilvy global CEO Chris Graves in a statement. “He will bring his long experience to bear in a whole new context that only Ogilvy & Mather can offer−and one that clients now crave and demand.”

Markson ran Edelman's global consumer practice for more than 10 years using techniques he developed to shape consumer PR as a more strategic discipline, as well as an equal partner to advertising in the brand realm. During his 21-year tenure at Edelman, he has developed programmes for clients including Unilever, Microsoft, HP, Starbucks, KFC, Hershey, Shell, GE and Barilla. 

In 2007, Markson created “good purpose,” now entering its fifth year, a study developed with Edelman market research firm StrategyOne consisting of 8,000 consumers in 16 countries as well as an approach that combines profit with purpose, citizenship with consumerism and looks at a more expansive role for “Purpose.”

“Given the emphasis brands are placing on integrated communications and the desire for big ideas that can break through multiple channels, I am thrilled to join Ogilvy," said Markson.