Kitcatt Nohr Digitas

Digitas has boosted its content offering with the appointment of Olivia Yabsley as Vice President, Brand Content.

Olivia joins from digital marketing agency AnalogFolk, where she was Client Partner and Content Director, responsible for running the SEAT, ASICS, Sony Ericsson WTA and Belvedere business. She is a brand content strategist and executive producer with extensive experience garnered from working within both the broadcast and advertising industries.

At Digitas, Olivia will play a critical role in growing the agency’s brand content offering across international markets. Working out of Digitas’ London office, Kitcatt Nohr Digitas, she will be responsible for leading a number of brand content projects delivered across multiple platforms, including online, TV, mobile and social media.

Olivia will report to Anne Davis, Senior Vice President, Global Marketing Lead at Digitas, and work closely with Mark Beeching, Digitas’ Worldwide Chief Creative and Strategy Officer.

In her previous role at AnalogFolk, Olivia led the team responsible for the SEAT digital business and with whom she was responsible for taking the automotive brand into the social media and brand content space with impressive success. One notable campaign led by Olivia was On Track with SEAT, the successful Channel 4 ad-funded series featuring artists including Ellie Goulding, Amy Macdonald, Robyn, White Lies, Bombay Bicycle Club and the Maccabees who recorded live sessions direct to vinyl at London's Metropolis Studios. The campaign was supported by a large online platform with exclusive downloads and video content, a social media campaign across Facebook and Twitter, and a supporting dealership activation programme.

Prior to AnalogFolk, Olivia ran the Brand Content and Convergent division of Twofour, one of the largest broadcast, communication and digital production companies in the UK. She was responsible for brand content strategy, exploiting online and mobile rights across the group’s TV programming output and building online communities around broadcast shows to retain audiences whilst shows were off air. Olivia also worked with a number of brands on multiplatform ad-funded programming and brand entertainment shows. Clients included PHILIPS, Orange, ITV, O2, AOL, Habitat and the MOD.

Olivia has an impressive breadth of knowledge in the content arena, including content strategy and planning, creative ideation, production, talent management, distribution architecture and multiplatform delivery.

Olivia Yabsley, new Vice President, Brand Content at Digitas, commenting on her appointment, said; “I am absolutely thrilled to be joining Digitas and to be working with such a strong team of industry leaders. I feel there is a real opportunity for Digitas to take the lead in being the partner of choice for brands who want to reach global success with their content strategies and entertainment properties.”

Mark Beeching, Worldwide Chief Creative and Strategy Officer at Digitas, commenting on the appointment said; “Olivia is a new breed of hybrid talent. Her rare skills make the vital connection for clients between their socially networked customers, big content and business goals.”