Ogilvy launches new direct marketing unit from Hong Kong

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HONG KONG -- Ogilvy & Mather Direct Worldwide launched its restructured company, OgilvyOne, in Hong Kong on June 25.

The launch was part of the worldwide rebranding of O&M Direct. The new company, which excludes Design Direct and Teledirect subsidiaries, officially kicks in on July 1. The aim of OgilvyOne is to help companies develop relationships that last over time, rather than one-off selling messages or mechanisms.

OgilvyOne Worldwide Asia/Pacific president Paul O'Donnell says the company's Customer Ownership process, which is at the center of the rebranding strategy, "can help our clients arrive at real strategic insights and develop these into relevant, impactful programs by applying the creativity for which we have long been renowned."

He says companies in Asia/Pacific recognized the need to communicate with potential and existing customers and to identify those who would be the most profitable. "Historically, this has been difficult and prohibitively expensive in Asia/Pacific, yet thanks to advances in information technology, it has become both possible and affordable."

OgilvyOne's managing director in Hong Kong, Royce Yuen, says the decision to launch the new worldwide operation in Hong Kong reflected "the willingness of Hong Kong and other Asia Pacific markets to adopt new marketing strategies and techniques."

Founded as Ogilvy & Mather Direct in 1972, OgilvyOne Worldwide operates in 39 countries and has projected 1997 billings of $1.5bn. It is the agency of record for many of the global proponents of customer-led marketing, including American Express, IBM, Reader's Digest, Seagram, ITT Sheraton and Nestle.

Copyright June 1997, Crain Communications Inc.

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