MOne Split: OgilvyOne and MindShare Go Separate Ways

  |  January 5, 2006   |  Comments

MOne's CEO provides details about how the digital and direct media agency will be dissolved.

Executives at WPP's MindShare Worldwide and its OgilvyOne Worldwide units have agreed to split up their jointly created interactive and direct media agency mOne, which they set up in 2003.

MindShare will call its half of the business MindShare Interaction, while Ogilvy has yet to name its newly segregated unit.

"From the first of January, MindShare Interaction is its own digital and direct media organization," John Montgomery, former CEO North America for mOne and now global head of MindShare Interaction, told ClickZ News. "From a MindShare perspective, we can offer a more nimble service. We're now 100 percent integrated into MindShare with MindShare's clients."

Nasreen Madhany, who ran mOne globally, will continue to lead the OgilvyOne side of the business. Additionally, mOne's influential research head Gerard Broussard will go to MindShare and strategic operations director Susan Schiekofer will go to OgilvyOne.

Clients will be divided roughly according to their legacy relationships with the agencies, with OgilvyOne retaining IBM, Cisco and Ameritrade.

Montgomery said the split has been in the works for some months, and that clients have been aware of it since fall. But he said public discussion of the decision has been "fairly low-key."

He added MindShare Interaction will operate in three regions: Europe, Asia-Pacific and North America.

mOne was formed in April 2003 from MindShare's mDigital and OgilvyInteractive:Media divisions. It was agreed at the time that the partnership would integrate work for mutual WPP clients and would also pitch together on new accounts.

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...