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International: IBM revamps global direct marketing roster

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International: IBM revamps global direct marketing roster

In the wake of its recent consolidation of PR roster agencies worldwide, IBM has appointed WPP-owned – Ogilvy One Worldwide and Wunderman, as “global partners” for all direct and interactive duties among its direct marketing and new media shops. Billings were not revealed but the computer colossus is thought to spend around $250 million yearly in these sectors.

Seven roster shops slugged it out for place in the IBM sun. Among the five also-rans, one, Havas Advertising’s Brann Worldwide, is dropped from the roster; the others – AnswerThink, Ogilvy Interactive, Modem Media and FCB offshoot R/GA – will pick the crumbs (web strategy, design and production) from beneath the table of IBM offshoot


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