Ogilvy's New New Media Unit

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OgilvyOne Worldwide this week officially launched Neo@OgilvyOne, the brand and entity that will handle digital and direct media in the wake of the mOne split.

In January, WPP group agencies Ogilvy Worldwide and MindShare Worldwide announced their intentions to break up their joint mOne venture, which was formed in 2003. The former global head of mOne, Nasreen Madhany, is heading up Ogilvy's newly named and restructured network. Madhany will hold the title of global CEO of Neo@OgilvyOne and global head of digital content at OgilvyOne Worldwide.

"Digital media is a growth business and one that must be closely aligned with the creative process," Madhany said in a statement. "As part of the Ogilvy network, we are uniquely advantaged to work in partnership with Ogilvy companies to deliver big ideas that cross all media channels for our clients."

The organization will try to keep up with the growth of digital media by making acquisitions, by partnering, and by being aggressive in hiring. Digital arenas it will tackle include digital advertising, digital TV, email marketing, search marketing, blogs and vlogs.

Neo@OgilvyOne's global clients include American Express, Cisco, DuPont, IBM, Lenovo, SAP and Yahoo Its U.S. clients include Allstate, Ameritrade, Pitney Bowes and Six Flags. The new entity operates "in all world markets," according to the company.

The MindShare part of mOne has become MindShare Interaction. It operates in Europe, Asia-Pacific and North America.