The new consulting practice will exist within the direct and interactive marketing arm of Ogilvy & Mather Worldwide and provide strategic marketing expertise to clients of both OgilvyOne and Ogilvy & Mather.
Carla Hendra, president of OgilvyOne's New York office, said inherent within OgilvyOne has been the ability to consult and the move to establish OgilvyOne Consulting formalizes the practice.
Margaret Young, 43, was named general manager of OgilvyOne Consulting. Ms. Young spent 16 years in various marketing, sales and product management posts at IBM Corp. She was most recently VP-marketing at Parlance Corp., a speech recognition services company. Before that, Ms. Young was a partner at the Cambridge Group, a Greenwich, Conn., consultancy. She will report directly to Ms. Hendra.
Ms. Young is charged primarily with championing "knowledge management" and the existing infrastructure for that at OgilvyOne. She said she will bring the frameworks for intellectual property to everyone in the organization and make it accessible and understandable.
"We are not going to try to out-McKinsey McKinsey," Ms. Hendra said. She said OgilvyOne has a very specific objective, which is to partner with clients and seek growth opportunities from a strategic standpoint.
PERRIER USES SERVICES
Perrier is one client that has benefited from the consulting strength already in place at OgilvyOne before the formalized approach, and now hopes to work even more closely with the new team.
"It will mean more focus on our business and more resources for us to go to [and people] who understand our business," said Paul Bova, manager of interactive business development at the Perrier Group of America. "Their strategic planning and recommendations have been instrumental in the decision we ended up moving forward with around the Internet arena."
Perrier will launch an e-commerce site later this year that links its many brands without losing individual brand equity, Mr. Bova said.
O&M Co-President and Managing Director Bill Gray worked closely with Ms. Hendra to create the new practice.
"It provides yet another captive capability," Mr. Gray said, adding that the bottom line in branding is intellectual insight and sustainable execution.
"We spend a lot of intellectual horsepower," he said, "trying to get the brand