Beth Ruoff

Executive Vice President & Creative Director
Ogilvy PR

As a member of Ogilvy PR’s Strategy and Planning Group, Beth is integral to shaping branding, communications and social marketing strategies for agency clients ranging from the Centers for Disease Control and Prevention (CDC) to Quaker. She has a particular expertise in the development of public health and social marketing campaigns having spent the last 19 years working closely with the CDC and the National Institutes of Health (NIH) on awareness and behavior change campaigns—from colon cancer to sexual health to heart disease and stroke.  Concurrently, she applies her extensive experience in research-based, audience-driven campaigns to guiding major new business efforts for the agency.
In addition to her role in the Strategy and Planning Group, Beth serves as Creative Director on many of Ogilvy PR’s public health social marketing campaigns.  Beth was the creative force behind the National Heart, Lung and Blood Institute’s Campaign, The Heart Truth, also known as “The Red Dress Campaign,” because it made that garment an iconic symbol for women and heart disease.  The Red Dress symbol helped garner widespread media attention of the issue—including cover stories in Time, Glamour and Prevention. Winner of numerous industry awards, The Heart Truth drew public support for women’s heart health from fashion designers, major American corporations and from First Lady Laura Bush.
Before assuming her current role, Beth was the Global Creative Director of Ogilvy PR’s award-winning Creative Studio. During her tenure in the Studio, it grew from a two person staff to one with some 50 professionals working in print, television, radio and interactive media, as well as in media planning and buying. She worked across all practice areas and Ogilvy PR offices.  As Creative Director, Beth was the critical point of contact between clients, account teams and writers and art directors, always making certain that creative strategies and products not only met communications objectives but helped advance the brand.