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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
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.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014