Weber Shandwick, a global communications and engagement firm, has hired Patricia McDonald as managing director of strategy and insights in the UK. McDonald brings significant experience in digital innovation, communication strategy and performance marketing, accumulated from a career spanning over 20 years at many of the UK’s top local and international advertising agencies, including BBH, CHI & Partners and Denstu Aegis’ Isobar.

In her previous role as Chief Strategy Officer at Isobar, McDonald was responsible for transforming the agency’s strategic offering, building a team that delivered innovative digital products and services for clients including Sony, Kellogg's and Scottish Power. In her role, McDonald will combine bringing strong strategic perspective Weber Shandwick’s Top 40 clients with building talent, skills and strategy offer. She will initially focus on London-based clients and UK talent.    

Rachel Friend, UK CEO of Weber Shandwick, commented, “Business are looking for agency partners that understand how data-driven insights create strategies to deliver more powerful communication campaigns. Our clients will benefit from Patricia’s strategic thinking and experience working with world-leading brands. We warmly welcome her to the Weber Shandwick team.”

The move highlights Weber Shandwick’s clear intent to become the lead strategic partner for its clients. It comes on the back of the recent acquisition of data and analytics firms Resolute Digital and Bomoda, enabling the provision of global data science, analytics, search and performance marketing capabilities that allow brands to navigate the evolving marketing mix.

Commenting on her appointment, McDonald said, “The battleground for brands today is earned attention. In the age of ad blocking, ad fraud and Alexa we have to work harder than ever to earn attention, time and trust. Not just by hoping something ’”goes viral’ but by designing experiences people chose to spend time with. Weber Shandwick has an outstanding heritage in earning attention, and driving innovation. I am incredibly excited by the opportunity to work with the talented team to build an earned-attention business for our client partners the digital era.”