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Patou Nuytemans: Putting social at the centre

A year into her role, Ogilvy's regional CEO explains why she's putting social media at the heart of the 'refounded' agency's offering, and offers some advice on pitching

It is Ogilvy’s 70th anniversary worldwide when Campaign visits the agency’s Dubai office to meet Patou Nuytemans. The walls are decorated with great international ads from the past seven decades, and the regional CEO is just a couple of days past her one-year anniversary in the job. She gives Campaign a 70th birthday cookie and tells us a new managing director, Philippe Berthelot, has arrived to take over the day-to-day running of the Dubai office so Nuytemans can start concentrating more on the wider region.
At an international level, Ogilvy is losing its sub-agency handles including Ogilvy One and Ogilvy PR, and becoming ‘re-founded’ as just Ogilvy Worldwide. That desiloing is takin

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