• by John Gaffney , April 9, 2003

The direct marketing business just got an 800 pound gorilla. OgilvyOne Worldwide and MindShare Worldwide, along with their their coinciding digital divisions joined what parent company WPP Group says will be the largest and only global one-to-one media company. It will be called mOne Worldwide.

mOne will be led by Worldwide CEO Nasreen Madhany, previously worldwide media director at OgilvyOne, who has worked closely with both entities for many years. 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.

"mOne Worldwide enables us to provide our clients with the same high-level new media thinking and execution they have come to expect, but with the resources of a much larger organization operating on a global scale," said Madhany. "With its well-established leadership in all markets around the world, we are looking to mOne to dominate and lead the industry in both innovation 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.

mOne Worldwide will work closely with both MindShare and OgilvyOne in all markets. Its clients 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.