O&M'S DenisonBrasil creates interactive arm

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SAO PAULO--DenisonBrasil, Ogilvy & Mather Worldwide's second agency in Brazil, is creating an interactive marketing division called DenisonPerspective. The group will pump an initial $1.5 million into the 12-person operation.

"The concept of interactive marketing is based on having database management as the starting point of any strategies of integrated communication," says Luiz Kroeff, DenisonBrasil's exec VP.

He adds: "It's important to develop a culture of segmentation and then start real integrated actions."

DenisonPerspectives' clients include Amazonia Celular, Telemig Celular, LandRover, BMW and Samsung.

Copyright May 2000, Crain Communications Inc.

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