Ogilvy has appointed Carol Reed as its first Global Chief Innovation Officer, marking a decisive move to embed technology and artificial intelligence at the core of its creative operations.

The newly created role, a first within the WPP-owned network, reflects a broader strategic shift as the agency strengthens its innovation agenda across its global footprint, including affiliated agencies such as Grey and DAVID.

In her new position, Reed will lead efforts to unify artificial intelligence, technology and product innovation across the network. She will also oversee the development and scaling of new technology-driven products and services, while strengthening key practice areas such as social, influencer, and sports and entertainment.

Additionally, she will play a central role in securing strategic partnerships and identifying acquisition opportunities to bolster the agency’s innovation capabilities.

Reed joins from WPP Open X, where she served as Chief Innovation Officer, bringing extensive experience spanning creativity, technology, media and commerce.

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Her career in advertising began at Digitas, part of Publicis Groupe, where she started as an associate media planner. She later moved to Omnicom Media Group before returning to Digitas, where she rose to Senior Vice President and programmatic lead, building an in-house programmatic team of more than 40 specialists. At WPP, she most recently served as Executive Vice President for data and product marketing.

Reed emphasised the role of artificial intelligence as an enabler rather than a replacement for human creativity.

“The most powerful thing AI can do is make human creativity more extraordinary — not replace it,” she said. “This is an agency with something no algorithm can replicate: a 78-year legacy of ideas that change culture and drive real business results.”

She also pointed to the accelerating pace of change across the industry as a key driver behind the new role.

“There’s just so much change happening between consumer behaviour shifting and culture evolving constantly,” she noted.

Reed will work closely with Global CEO Laurent Ezekiel and Global Chief Creative Officer Liz Taylor, focusing on building products, platforms and partnerships that enhance the agency’s creative heritage and deliver value for clients worldwide.

The appointment underscores Ogilvy’s ambition to compete more aggressively in an era defined by rapid advancements in artificial intelligence, as holding companies intensify efforts to position themselves as innovation-led partners to global brands.