mOne Worldwide, the digital media giant 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
, but insiders say the agencies began informing clients months ago. The timing is also odd, because it coincides with the consolidation of parallel WPP digital media and marketing
units -- Mediaedge:cia search marketing group Outrider, offline direct response group Wunderman Media, and online media planning and buying group The Digital Edge -- which have formed MEC Interaction.
mOne Worldwide CEO Nasreen Madhany returns to Ogilvy, while 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. -- Wendy Davis