WPP ADDS MINDSHARE INTERACTION TO DIGITAL ARSENAL

Former mOne Executives to Head Media Buying Unit

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NEW YORK (AdAge.com) -- MindShare Interaction, the recently created digital and direct media-buying-and-planning unit launched last month, has named John Montgomery as global CEO and Margaret Clerkin as managing director of its North American operations.
'There’s huge potential in the digital and interactive media business,' said John Montgomery, global CEO of MindShare Interaction.

Moving beyond mOne
Both executives formerly worked at mOne, a joint-venture between WPP Group’s media agency MindShare and creative network Ogilvy & Mather Worldwide. MOne was disbanded in January because “the two organizations wanted to pursue growth with different strategies,” said Mr. Montgomery, 52, who was formerly CEO for mOne Worldwide North America. “There’s huge potential in the digital and interactive media business.”

Clients formerly handled by mOne are now split between MindShare Interaction and Neo@ OgilvyOne, a new digital and direct media network that’s part of OgilvyOne. Neo@OgilvyOne serves American Express, Cisco, DuPont, IBM, Lenovo, Allstate, Six Flags and Ameritrade, among others. Its global CEO is Nasreen Madhany, former CEO of mOne Worldwide.

“What we’ve tried to do is organize interactive companies within Group M where we can share non-client facing, back-end resources,” Mr. Montgomery said. “It makes a lot of sense to collaborate in areas like research and analytics, data warehousing, and non-confidential insights in terms of process.”

Global Interaction
MindShare Interaction has 43 offices in 34 countries and serves a number of global clients, including Unilever, Novartis, Bristol Myers and BP. Its New York office -– the company’s largest in North America -– has 85 employees. Ms. Clerkin, 42, formerly senior partner-media director at mOne Worldwide, oversees operations in New York, Los Angeles, Chicago and Canada. Other MindShare Interaction senior executives include Jeff Ratner, senior partner-director of interactive media. He joined from Sony Corp. of America. Marion Z. Murphy, most recently senior partner-director of direct marketing at MindShare Direct, is now senior partner-director of direct marketing.

An ongoing Group M effort
The MindShare Interaction appointments are part of an ongoing effort by Group M, the unit that oversees all of WPP media properties, to create structures best-suited to support client needs and also mesh well with the parent companies.

Rob Norman, who in January was elevated from his post as worldwide CEO of MEC Interaction to a newly created position as director-interaction worldwide at Group M, is in charge of the project. He oversees the interactive and direct units within the media agencies, which, in addition to MindShare, includes Mediaedge:cia, MediaCom and Maxus.

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