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Board of Directors

Joanna Seddon

AMA New York Board of Directors Joanna Seddon

Past President

Managing Partner
Presciant

Dr. Joanna Seddon has just left Ogilvy, where she was Principal and Global Managing Partner, Brand Consulting for the past 10 years, and started a new venture, Presciant, with a small team of senior partners. Presciant’s purpose is to maximize the power of brand to help  companies gain a financial edge over their competitors. Its  areas of focus are:  Branding in M&A, Brand Architecture, Brand Creation, Brand Valuation and Brand Budgets & ROI.

Joanna has more than 20 years of experience in developing brand and marketing investment strategies which deliver real, measurable  business impact.  She is recognized as a global expert on brand positioning, brand architecture, brand valuation, branding in M&A, brand and marketing investment, brand measurement and ROI and growth strategies.

At Ogilvy, she developed a new focus on branding in M&A and brand architecture & portfolio strategy, including the Dow DuPont and Fiserv First Data mergers, Mondelez and SC Johnson. Prior to that, Joanna was the founder and CEO of Kantar’s global brand consulting practice.  In her role at Kantar, Joanna was responsible for the development of fresh approaches to  brand and marketing strategy. This included creation and implementation of the BrandZ Top 100 ranking of the world’s most valuable brands, published annually in the Financial Times.

Prior to joining Kantar, Joanna was a founding partner and Executive Vice President for Worldwide Strategy at FutureBrand, pioneering the integration of brand strategy and brand identity. Joanna also led a cross agency group within IPG dedicated to creating best practices in marketing accountability.

Joanna’s clients span a wide range of industries across 6 continents; B2C, B2C, B2B2C and non-profit organizations; established companies and start-ups; from P&G and Unilever, to Barclays and American Express, Google, Microsoft and AT&T,  Aetna and Pfizer, Caterpillar and DuPont, the Bill & Melinda Gates Foundation and the Girl Scouts.

Joanna holds a Doctorate from Oxford University and is well known as a speaker and writer on brand strategy, brand valuation and marketing ROI issues. She is the author of Brand in the Boardroom, which won the prestigious WPP  Atticus grand prize, and has also collaborated with Jim Stengel, former CMO of P&G on a number of books, including “ Grow” and  “Unleashing the Innovators”, an analysis of how to infuse innovation and modernity into established brands by taking them into new areas and partnerships. She chairs the Marketing Hall of Fame, and has just been awarded the Margaret H Blair Marketing Accountability award for 2020 by MASB.

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