After spending more than two years as Jack Morton’s head of strategy, Abbie Baehr is returning to Momentum to serve in the newly created role of senior vice president North American director of strategy.
Before joining Jack Morton, Baehr served as Momentum’s North American strategic lead on Coca-Cola. In her new role, she will be tasked with driving insights that “inform Momentum’s strategic planning approach around the impact of brand experience.”
She will be based in the brand experience agency’s New York headquarters and will report to Elena Klau, Momentum’s SVP-director of strategy, insights and performance.
“Abbie is a rare, bold talent in an industry that requires ever bolder ideas. Our industry is rapidly shifting its focus toward creating intimacy at scale for brands, and working to understand the behavioral, technological and societal shifts that are making such focus essential,” said Klau in a statement. “Her proven capabilities in creating powerful human truths for both B2B and B2C brands will be a huge competitive advantage for Momentum clients.”
Baehr said the agency’s recent investments in burgeoning areas like analytics is one of the reasons she decided to rejoin.
"Momentum has always been a best-in-class experience agency. However, with their heavy 2016 investments into analytics, research, listening, and technologists, 2017 is going to be a very exciting year - and that's something I am very excited about being a part of,” she said. “I hope with my broad experience in creative strategy and focus on effective business results, Momentum can expect me to bring a focused, effective, strategy culture to the team. Applying these skills to their insights strength is an exciting prospect."