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OgilvyOne Buys Controlling Stake in Chinese DM Agency

Advertising agency conglomerate WPP Group PLC's OgilvyOne Worldwide arm yesterday announced a major foray into the Chinese market.

OgilvyOne bought 60 percent of BrandOne Advertising, a leading direct marketing agency in China. Terms were not disclosed.

Based in Beijing, BrandOne has 22 executives on its roster. Clients include Yahoo Inc., Digital China and Northwest Airlines.

OgilvyOne has 117 offices in 56 countries, with billings of more than $2.8 billion. The expansion into China is part of a WPP strategy to increase involvement in emerging markets and specialized marketing services beyond traditional advertising.

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