This is the first time Ogilvy has set up a board, explained Graves. The 17 board members were selected from Ogilvy PR and Ogilvy & Mather, globally. Board appointments are intended for a two-year term, with the exception of the firebrands, who rotate annually. The intention is to keep the board "fresh," adding new thinking every year. Three board members are labeled "firebrand appointments," which are younger people who have demonstrated "fresh, connect-the-dots thinking," Graves explained.