Board of Directors

Joanna Seddon

AMA New York Board of Directors Joanna Seddon

Past President

President, Global Brand Strategy

Joanna Seddon leads the global brand consulting practice for OgilvyRED with assignments across the global network. She specializes in helping clients maximize the financial potential of their brand and marketing strategies. She is recognized as a global expert on brand creation and growth strategies, brand architecture, and brand valuation. She has more than 20 years of experience in providing strategic recommendations with measurable financial impact to leading clients worldwide.

Joanna was previously the founder and CEO of Millward Brown’s global brand consulting practice. In her role at Millward Brown, 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 Millward Brown, 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 has worked with the world’s leading companies to design, develop and implement programs to optimize the value created by brand and marketing.. Engagements span a wide range of categories—from Procter & Gamble and Unilever, to Coca Cola, Bacardi, Visa, Citi, BP, UPS , Microsoft, and AT&T. Recent brand portfolio work includes the development of major new systems for DuPont, and BP.

Joanna also helped to lead the successful turnaround and sale of a division of McKesson Corporation, a global leader in supply chain management.

Joanna Seddon holds a Doctorate from Oxford University and is well known as a speaker and writer on brand strategy, brand valuation and marketing ROI issues. Her most publications include, The Brand in the Boardroom, awarded the 2014 WPP Atticus Grand Prix.


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