Michael Frohlich to take on expanded marketing role at WPP
LONDON: Michael Frohlich, the former EMEA chief executive of Weber Shandwick, has taken on an expanded role at WPP following his appointment as WPP’s director of communications and corporate affairs in August.
In addition to comms and corporate affairs, Frohlich’s remit will also cover marketing as WPP integrates its marketing, communications and corporate affairs functions. Through integrating the teams, WPP said it aims to “ensure seamless storytelling across all touchpoints.”
Frohlich’s new title is chief marketing and corporate affairs officer, which has been reported by WPP as a newly created role.
It combines the roles of outgoing director of communications and corporate affairs Chris Wade and former WPP chief marketing officer Laurent Ezekiel who, after initially quitting the role to join Publicis, has since made a U-turn to WPP as global chief executive of Ogilvy.
Commenting on Frohlich’s appointment, WPP chief executive Cindy Rose said, “This new role and function will enable us to tell WPP’s story in a unified and compelling way to our audiences to drive accelerated growth. Michael’s proven ability to lead integrated global teams and drive impactful change will help reinforce WPP’s position as the leading media and marketing services business for the era of AI.”
Wade said he would be leaving WPP after 13 years in July, and since then has been working out a transitional period.
Frohlich’s appointment marks his return to WPP after four years in PR at rival network Interpublic Group.
Before becoming EMEA CEO of Weber Shandwick, Frohlich was CEO of Ogilvy U.K. and, prior to that, spent nearly a decade in U.K. and EMEA roles at Ogilvy PR.
During his time at Ogilvy, Frohlich was also a WPP client leader for IAG and British Airways.
Commenting on his new role, Frohlich said, “This is a critical and exciting time for WPP. Integrating these functions allows us to achieve greater alignment and focus, so we can show up with immediate impact as the global powerhouse we are. I’m looking forward to collaborating with all our exceptional teams, partners and brands to ensure WPP continues to deliver the very best for our clients and stakeholders. I appreciate my four years away, but coming home to WPP at such a pivotal moment is exciting and a privilege.”
Frohlich’s appointment comes at a period of wider change at WPP, which this year has included an overhaul of its media arm WPP Media, formerly known as Group M.
This week, WPP Media reorganized its U.K. leadership team, changing CEO titles to WPP president roles and adding new strategy and investment layers.
This story first appeared on Campaign UK.
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