LONDON--Ogilvy & Mather UK as promoted Leo Ryan to group head of social, following the launch of its [email protected] practice last week.

Ryan will lead the [email protected] unit in London, reporting to Ogilvy UK chairman Paul O’Donnell.

Previously, Ryan was social lead on WPP's Team Ford at Ogilvy PR, responsible for the automotive brand's social media programme across Europe. He spent 2010 at DraftFCB, developing the agency’s social media insights programme.

In 2006, Ryan was one of the founding partners of RMMLondon, one of the UK’s first specialist digital and social media planning agencies, with clients including Sony Consumer Electronics, the Discovery Channel and Diageo.

“Leo has an innate understanding of social and digital marketing and how companies need to execute at the next level, and will play a key role as we look to bring the benefit of [email protected] to our clients," said O'Donnell. "Leo’s background in digital planning means he understands the strategic importance of integrating the right digital elements and social technologies for clients’ businesses.”

Ogilvy UK's social media efforts were previously headed by Maz Nadjm, who departed the firm last year and has since launched his own agency.