OgilvyOne's Edwin Rozells joins Edelman as director of insights and planning

In this newly created role, Rozells will spearhead an initiative to expand the agency’s digital strategy capabilities, build thought leadership, and lead integrated thinking for a roster of clients in financial services, technology, consumer products and healthcare across the region.

Ben Israel, director, Edelman Digital said Edwin would help evolve the agency’s capabilities to meet rapidly increasing demand for impact-driven digital marketing services.

“Integrated marketing is no longer solely the preserve of traditional agencies,” he said. “More and more clients across marketing and communications are looking to Edelman to lead thinking and strategy with social insights at its core.”

Prior to joining Edelman, Rozells was the strategy lead at OgilvyOne. Previously, he worked with clients such as HP, Nokia and Malaysia Airlines at XM Asia Pacific. He also built insights-based, digitally enabled business solutions for clients such as IBM, InterContinental Hotels Group, American Express and Phillips.

Rozells said he was attracted by Edelman’s unique approach to listening and engaging with customers through digital channels, as well as its deep understanding of social movements, heritage in storytelling and commitment to real business outcomes.

“We have moved into the age of the customer and the key competitive advantage that exists for brands is to use their knowledge of the customer to reshape how they look inside and act outside,” he added.