OgilvyOne Worldwide, the one-to-one relationship marketing firm and digital agency, is breaking away from its 50:50 joint venture with Group M Worldwide — mOne, the online media planning and buying agency, to set up an independent company, under the OgilvyOne umbrella, called Neo. mOne has been operational for three years.
“Globally as well as in India, OgilvyOne this week is launching a new capability called Neo.
This is essentially a digital and search marketing media company to give our clients advice on search marketing, and media buying and planning services,” Brian
Fetherstonhaugh, chairman and CEO, OgilvyOne Worldwide, said.
In fact, internally Neo was launched in January, but its official launch is slated to take place by the end of this week.
“We are repatriating the clients and skills from mOne and are creating an integrated offering, which is not just media but fits in with our interactive and creative development product,” he added.
With online buying and planning coming into OgilvyOne’s fold, the agency is now looking at offering a complete, end-to-end solution.
Meanwhile, as a consequence of this global development, the Group M agencies — Maxus, MindShare, MindShare Fulcrum, MediaCom, Motivator and Mediaedge:cia — have set up their independent online media divisions, called Group M Interactions.
Ashutosh Srivastava, CEO, Group M, South Asia, said, “Group M Interactions have been functional for a while now and they offer our clients online planning and buying, online creatives and search capabilities across all digital delivery platforms, not just the internet.”
The reason behind the mOne split is that both Group M and Ogilvyone have a different view on what digital media is.
Group M’s view is that it is best integrated into traditional media, and Ogilvy opines that it is best integrated into mobile-2-mobile digital marketing picture so that the creative, the strategy, the media and the metrics would all be together.
“It is pretty hard to separate the content and the strategy from the media execution. So, the clients will now have two options and two distinct approaches,” Fetherstonhaugh said.