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OgilvyOne and MindShare roll out interactive and DM operations

HONG KONG - WPP Group's OgilvyOne and MindShare are rolling out separate interactive and direct media agencies following the break-up of their jointly created unit mOne.

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OgilvyOne will launch Neo@OgilvyOne and while its media buying sister shop will roll out MindShare Interaction, according to Media Asia.

The global separation has triggered the formation of Group M Interaction, which will comprise MEC Interaction, Beyond (MediaCom) and MindShare Interaction.

According to Group M Interaction chief Ruth Stubbs, former mOne regional CEO, all of the 70 mOne staff in Asia-Pacific will move to MindShare Interaction, including former mOne MD Alice Manners, who has taken the regional role of GroupM Interaction chief operating officer.

Ken Mandel, OgilvyOne head of digital strategy, will lead Neo in Asia-Pacific. Clients will be split according to their legacy relationships with the agencies, with Neo retaining IBM, Cisco and American Express.

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