OgilvyOne, MindShare Consolidate DM Media Divisions

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OgilvyOne Worldwide merged its media planning and buying division with fellow WPP Group PLC media agency MindShare Worldwide's mDigital and mDirect arms to create what they claim is the world's largest direct response media operation.


The new company is called mOne Worldwide, led by CEO Nasreen Madhany, who was worldwide media director at OgilvyOne in New York. Local CEOs will run local markets, reporting to a board of executives from OgilvyOne and MindShare.


Such consolidation between media arms of an agency holding company is increasingly common. Agencies aim to benefit from economies of scale, avoid overlap and stay competitive as clients seek shops with global reach.


MOne will work closely worldwide with OgilvyOne, the world's leading direct agency, and MindShare, a media agency with billings last year of $20 billion. OgilvyOne and MindShare are part of WPP, a London-based agency holding company with brands like Ogilvy & Mather and J. Walter Thompson Co.


The new entity will offer media services in direct marketing, direct response and interactive television, e-mail marketing, online advertising, broadband and other emerging technologies. Its clients include American Express Co., Unilever and IBM Corp.


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