Mitch Markson, Edelman’s global chief creative officer, is joining Ogilvy PR June 4 as president of its global marketing practice and CCO of the “Purpose Branding” initiative aimed at forging emotional bonds between products and people.

He will report to CEO Christopher Graves, who predicts Markson will be an Ogilvy “giant” who will develop content and context that “clients now crave and demand.”

At Edelman, Markson ran its consumer practice for the past decade. During his 21-year stint there, he counseled clients such as Microsoft, Starbucks, KFC, Shell, General Electric and Unilever.

Markson also created Edelman’s “good purpose” practice that was developed in conjunction with the firm’s StrategyOne market research arm.

He also worked at Ketchum and Burson-Marsteller.