O&M takes stake in Philipino direct marketing shop

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HONG KONG - Ogilvy & Mather is expanding in the Philippines with the acquisition of a 40% stake in local direct marketing company BCD Pinpoint.

BCD Pinpoint, in turn, is taking an equity interest in O&M's direct marketing network O&M Direct. O&M Direct has 14 offices in 12 Asia-Pacific countries.

The deal makes O&M Direct/BCD Pinpoint the largest direct marketing outfit in the Philippines, with a staff of 50. Between them, the two companies have won five Asian Direct Marketing Awards, including the gold award for the best direct marketing print campaign in Asia this year.

O&M Asia/Pacific president Miles Young says the joint venture is an "important stepping stone in our strategy of consolidating Ogilvy's leadership in Asia in the area of integrated communications."

Copyright September 1996, Crain Communications Inc.

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