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WPP arms OgilvyOne, MindShare Worldwide merge into mOne

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NEW YORK: The direct marketing business has witnessed the formation of a behemoth with the formation of mOne Worldwide. Two entities of the WPP group: OgilvyOne Worldwide ($2.8 billion) and MindShare Worldwide, along with their their coinciding digital divisions joined hands to form what will be the largest and only global one-to-one media company named mOne Worldwide.

mOne will be led by CEO Nasreen Madhany, previously worldwide media director at OgilvyOne. mOne will be led in each international market by a local CEO that will report into a board comprised of leaders from both OgilvyOne and MindShare.

Madhany was quoted as saying that the new entity will enable the WPP group to provide clients with the resources of a much larger organization operating on a global scale resulting in better innovations and results.

The new company will provide media services in the one-to-one area including direct marketing, DRTV, interactive TV, email marketing, online advertising, and all forms of new media, including broadband and other emerging technologies. It will also own tools such as OgivlyOne's Customer OwnershipTM - a proprietary approach to CRM, which gives clients crucial insights about a brand's customers, company and market.

The new entity will use such insights to develop and implement impactful communication programs that help clients build lasting relationships between the customer and the brand, according to a statement.

mOne Worldwide will work closely with both MindShare and OgilvyOne in all markets. Its clients will include IBM, American Express, and Unilever among many others. In its current form OgilvyOne has 120 offices in 56 countries. Multinational clients include American Express, Cisco, Coca Cola Glaxo, IBM, Nestle, SAP and Unilever, among others.

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