A well-known and respected leader in the advertising world, Rick Roth spent nearly 30 years serving the Ogilvy Group and was a major contributor to it becoming an industry powerhouse over the last two decades. Through a long and successful career in account management, Rick Roth rose to the rank of Global Chief Executive Officer of OgilvyAction, the global shopper marketing and brand activation network of the Ogilvy Group. As the first CEO of this new discipline area, Rick Roth led the company through its creation, its positioning and launch, its global organization, and its establishment as a thought leader in the industry. From November 2004 to October 2009, Rick Roth oversaw all aspects of OgilvyAction. Upon the acquisition of the Cordiant Group by WPP, the substantial task of integrating 141 Worldwide into Ogilvy fell to Rick Roth, who deftly managed the subsequent creation of the OgilvyAction brand. In a sweeping effort to reorganize and consolidate the marketing services of the Ogilvy Group, Rick Roth built OgilvyAction to handle all manner of global brand activation, which later came to encompass shopper, experiential, trade, and field marketing. With a commitment to collect and measure the results of brand activation programs with pertinent shopper behavior data, Rick Roth set up a new analytics divisions, created a global communication program and identity system, and introduced a digital activation practice focused on influencing how consumers travel toward a purchase decision online, through digital influence, social networking, etc. In addition, Rick Roth instituted internal and external communications initiatives to keep clients and employees abreast of the latest developments within the Ogilvy Group and OgilvyAction. Regarded for his expertise in building brands through communication programs, Rick Roth wrote several articles for publication in trade journals and industry magazines during his tenure as OgilvyAction’s Global CEO. Rick Roth’s writing has appeared in Advertising Age, Brandweek, Adweek, PROMO magazine, and elsewhere. He is seen as a rare example of someone who came from years in the advertising business (which some refer to as above-the-line work) and evolved to having a deep appreciation for how consumers become shoppers and shoppers ultimately influenced to make purchase decisions (a part of the business often referred to as below the line). Rick Roth is passionate about the need for truly media-neutral communications planning that builds brand programs from the “shelf out.” Rick Roth lives and works in the New York metropolitan region.