Obele Brown-West has been named president of agency Colle McVoy.
The 20-plus year industry vet has supervised integrated communications, media and technology teams. Her expertise spans retail, commerce, CPG, travel, automotive, entertainment, agribusiness, education, healthcare and petcare categories. A sampling of brands sheโs stewarded include Chips Ahoy!, Mars Inc. ALDI, MilkPEP, Headspace, Blue Cross Blue Shield, Sanofi, Cars.com, PacSun, TracFone Wireless, Dove Chocolate, United Airlines, the NFL, Unilever, Etsy and Mattel brands.
โA rare being, Obele is a born connector,โ said Colle McVoy CEO Jessica Henrichs. โHer foresight for opportunity and command of end-to-end marketing is unrivaledโthe partnerships sheโs brokered, revenue and operating model evolutions sheโs architected and how sheโs championed brand authenticity are case studies for cutting through chaos.โ
Brown-West stated, โAt this point in my career, workplace culture is at the top of my decisioning chart. What Colle McVoy is doing for clients is exceptional, but the team orientation and culture powering the creative agencyโs success is what resonated with me.โ She added, โThe whole interview process was very different. I was never being sold. Instead, it was free-flowing conversations about the love and shared respect people have collaborating, pride in the award-winning work and real talk about the challenges that come with rapid growth. Getting to connect with people whoโve been at Colle McVoy less than a year all the way to a person celebrating their 25th anniversary spoke volumes.โ
Brown-Westโs career highlights include:
–Most recently leading AI-powered Tracer to the forefront of data intelligence conversations as president while finalizing an $18.1 million Series A raise, significantly increasing client profits while reducing operating expenses.
–Building strategic partnerships with the likes of Google, Amazon and Meta at Tinuiti which became the first independent agency to team up with TikTok and Reddit. As chief solutions officer, she managed over $3 billion in media spend, Tinuiti was also the first indie shop named Microsoftโs Global Agency of the Year. The solutions team grew to 800+ employees during her tenure.
–Driving integrated communication innovation in predictive analytics, integrated media and consumer insights as Weber Shandwickโs North America digital client experience lead. She oversaw specialists in client experience, media, strategy and played a pivotal role in growing collaboration among IPG agencies.
–Devising bold strategies to help brands connect with consumers in innovative ways, including leading the team that built and monetized The Week Magazineโs website and designing a consumer influence campaign that boosted positivity ahead of a major airlineโs rebrand, successfully preventing negative headlines from overshadowing the launch.
In her new role, Brown-West will report directly to Henrichs, who succeeded longtime CEO Christine Fruechte on Jan. 1 of this year.
โWhen youโre really keyed in to who you are, you never falter and get distracted from what people need from you the most. Thatโs why Iโm eager to get in and listen and get to know the businesses of the brands Colle McVoy serves and the agency at-large,โ said Brown-West of her immediate priorities.
Colle McVoyโs boutique earned creative arm, Exponent, will report into Brown-West–as will account management and media & data science functions.
โThereโs no limit to where Obele could have taken her talents. She has clients who have not been clients for over a decade relying on her counsel,โ added Henrichs. The fact that sheโs chosen Colle McVoy for this leg of her career is a testament to what weโre building and the momentum we have. I canโt wait to lock arms with her and know her impact will be immediate.โ
Additional developments
Brown-Westโs appointment coincides with the promotions of Gina Gray to chief growth officer and John Doyle to chief strategy officer.
Over the last year, Colle McVoy reports:
–20% YoY revenue growth.
–82% win rate.
–41% of clients expanded scopes, contracting work with at least two core practice areasโCreative, Design, Media and PR.
–And hired 65 talent (35% identifying as BIPOC). $1 out of every $3 spent on production is with women and BIPOC-owned businesses and talent.