Moylan has been with JWT for 15 years and has served in several senior research and planning posts for JWT Detroit, where she will remain headquartered.
In her new role, effective immediately, Moylan will be the spokeswoman for BrandZ, the agency's proprietary brand equity study that offers insights key to developing communications between brands and consumers.
She will launch a BrandZ practice for clients in the United States and Canada, oversee the creation of original qualitative and quantitative brand research and spearhead the use of BrandZ in business development efforts.
Bob Jeffrey, president of JWT North America, said, "We have made a major financial investment to produce leading-edge brand research that sets JWT apart in the marketplace. Peggy is uniquely qualified to mobilise this intellectual capital to offer brand-building counsel to current clients and use these tools to their full advantage in new business."