Riches Leaves OgilvyOne for Toymaker Hasbro Inc.

Wendy Riches, OgilvyOne's North America chairwoman, has left the New York-based agency to head direct marketing and e-commerce at toymaker Hasbro Inc., Pawtucket, RI.

She will not be replaced at Ogilvy, according to agency publicist Mary Fichter. Instead, Riches' responsibilities will be taken over by Carla Hendra, who was named president of OgilvyOne New York in April.

At Hasbro, Riches will assume the new position of president, global direct marketing and e-commerce. She will oversee the company's e-commerce strategy and direct marketing as the company begins to sell a range of products direct to consumer over the Internet in the fourth quarter.

“For some time now, Hasbro has been working on expanding its distribution through new channels such as direct-to-consumer selling and online e-commerce,” said Alan G. Hassenfeld, Hasbro's chairman/CEO. “Wendy's track record and experience make her a wonderful choice to lead us forward in this area.”

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