• by Wendy Davis  @wendyndavis, January 5, 2006

The digital agency mOne Worldwide, created in April 2003 when WPP's MindShare Worldwide and OgilvyOne Worldwide joined forces, has broken up.

News of the split was first reported Wednesday by MediaWeek. With the break-up, mOne Worldwide CEO Nasreen Madhany returns to Ogilvy--and John Montgomery, former CEO mOne North America, and Margaret Clerkin, former integrated media director at mOne, both will return to MindShare, according to Rob Norman, director of interaction worldwide at WPP's Group M.

Norman said that one reason for the break-up, which became official at the beginning of the year, was that OgilvyOne and MindShare each wanted to offer clients full packages, without having to refer work to another entity. He said that OgilvyOne clients in particular, such as longtime marketer IBM, saw Ogilvy as a full-service agency in itself.

The agency began informing clients--including pharmaceutical company Pfizer, media company FoxSports.com, and packaged goods giant Unilever--about the split several months ago, Norman said.

News of the split comes just several months after WPP's Mediaedge:cia consolidated search marketing group Outrider, offline direct response group Wunderman Media, and online media planning and buying group The Digital Edge into one unit, MEC Interaction.