According to insiders at the firm, Fetherstonhaugh is to replace Reimer Thedens, who is expected to retire, at the end of the year.
Fetherstonhaugh began his career in brand management at Procter & Gamble and joined Ogilvy & Mather Canada in 1983, where he worked until 1997, when he moved to New York to take on the newly created position of chief operating officer of the worldwide IBM account. The Ogilvy-IBM partnership is credited with helping IBM increase its brand value by an as much as $50bn.
In 2000, he was named to the Ogilvy Worldwide board and began to expand his responsibilities beyond IBM.
In 2002, he was named chairman of the Global Brand Community, representing Ogilvy's 15 largest global clients and was appointed to the executive committee of the worldwide board.
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