Ogilvy & Mather Worldwide and MarketShare Partners have announced a strategic marketing partnership that broadens the agency's in-house analytics team. It also gives O&M access to MSP's Compass tool,
an outcomes-based analytics software, that measures the efficacy of their clients' marketing efforts. Compass will be used for ongoing allocation and optimization of Ogilvy clients' marketing
budgets. Stated Dimitri Maex, head of Ogilvy & Mather's global data and analytics practice: "With the MSP partnership, we will be able to provide our clients with an objective way to allocate their
marketing budgets across geographies, segments, marketing tasks and media."