MEDIA, OLD AND NEW, FUEL GAINS: OGILVY & MATHER WORLDWIDE AGENCY RATING: 2-1/2 STARS

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Ogilvy & Mather celebrated its 50th anniversary in 1998 with a series of parties and an exhibition of work at the One Club in New York, but the major developments that took place at the shop last year seemed to be in areas outside of the creative department.

While claiming a new billings increase of 11% over 1997, many of Ogilvy & Mather's more impressive gains were in media buying and planning, direct response and interactive.

O&M won a significant piece of Kraft Foods business (Post cereals and Kool-Aid), and it also picked up new direct marketing and interactive responsibilities from IBM Corp.; media buying duties from GTE Corp., Hershey Foods Corp. and Starwood Hotels; and interactive business from Jaguar Cars and Perrier Group.

Creative continued to be strong for showcase accounts IBM and American Express Co., but beyond that, the creative portfolio tends to drop off. New Kodak work and the non-Jerry Seinfeld AmEx work hasn't been up to the same high standards it was in 1997.

LOOKING AHEAD

The agency's New York management team is solidifying, and although the GTE win has yet to pan out into a solid campaign, this could be the year the agency

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