• by Gavin O'Malley  @mp_gavin, June 7, 2010

Ogilvy & Mather on Monday announced several executive shifts beginning with Lars Bastholm -- who, in addition to his role as the agency's chief digital creative officer, will now serve as chief creative officer of O&M New York.

Lauren Crampsie is moving to the new post of chief marketing officer for O&M North America from her prior position as director of business development.

Dan Burrier, meanwhile, is assuming the new position of chief innovation officer for Ogilvy & Mather North America. Burrier most recently served as chief creative officer of O&M West.

John Seifert, chairman and CEO of Ogilvy & Mather North America, said that Bastholm, Crampsie, and Burrier represented a new bread of leaders "who embrace the market challenges of the times, work collaboratively across disciplines and channels, and have vision to create big ideas for us and our clients."

What is Bastholm's big idea at the moment? "We need to end the debate about which channels we are using, once and for all," he said. "Moving forward, our focus will remain on creating work that makes consumers talk about and fall in love with the brands our clients have entrusted us with ... No matter where or how they might encounter those brands."

In his new role, Bastholm will be expected to partner with Simon Pearce, managing director of Ogilvy & Mather Advertising in New York. Together, they will be charged with collaborating with the business and creative leaders across OgilvyOne, OgilvyAction, Ogilvy Public Relations, RedWorks, and OgilvyHealthworld to deliver greater integration for clients.

For Crampsie, her new role involves working with Seifert and the North American leadership team throughout the region to develop growth strategies.

Burrier, meanwhile, will now be expected to represent North America in the agency's Global Strategy & Innovation practice, which was launched last year and is headed by Carla Hendra.

As part of the shift, Peter Kang and Jeff Compton, who were recently named by as co-creative heads for O&M West, will assume greater creative oversight for Ogilvy's creative work across the West.

Both Bastholm and Crampsie are credited with playing significant roles in the agency's recent win of the IKEA account.

Prior to Monday's announcement, recent additions to Ogilvy & Mather's senior team include Colin Drummond as head of planning for Ogilvy & Mather West from Crispin, Porter + Bogusky; David Hernandez as managing director of OgilvyOne and executive creative director in Chicago from Tribal DDB; and Ben Richards as Worldwide head of planning and integration from Naked.