Ms. Hendra also keeps her OgilvyOne title of worldwide managing director for IBM direct and interactive marketing.
"When this agency lost AT&T, which was linked with the winning [by parent Ogilvy & Mather Worldwide] of the IBM account globally, that had a tremendous impact on the [direct shop's] fortunes and we had to rebuild," Ms. Riches said. "It seemed obvious that the way to do that was to put a lot of focus on developing business with IBM."
Ms. Riches added: "It was an enormous opportunity for us to offer truly integrated solutions" since O&M handles IBM Corp.'s general advertising.
O&M lost an estimated $150 million to $200 million in AT&T Corp. business in 1994 as a result of winning the $70 million IBM business.
OgilvyOne recently won most of IBM's direct marketing (AA, Feb. 9) -- including small and medium business, software, servers, printers, and global services -- worth $50 million in spending. The $1.4 billion agency's other clients include American Express Co., Reader's Digest Association and Merck & Co.
OgilvyOne was renamed from Ogilvy & Mather Direct last June in an effort to reflect a dedication to one-to-one consulting and full integration of efforts from direct mail to interactive.
In addition to her role on IBM, Ms. Hendra will now have the ability to oversee all agency accounts as well as target new business in industries such as healthcare, leisure and entertainment.
The three categories are seen as potential growth areas for OgilvyOne.
Ms. Hendra also pointed to obvious opportunities to pitch new business alongside the general ad agency.
"We hunt in pairs," Ms. Riches said. "We'll be increasingly hunting in pairs. Direct marketing has its roots in brands, and most clients want what we call the 360-degree brand experience."
OTHER EXECUTIVE CHANGES
In other changes among OgilvyOne management, taking new posts are Joseph McGee, to worldwide director of client services for IBM, from North American director of client services for IBM; Chris Novak to director of client services for healthcare and telecommunications, from senior partner-team leader of telecommunications; and Michelle Bottomley to director of client services for automobile, financial services and entertainment categories, from VP at Epsilon, the Burlington, Mass., direct marketing subsidiary of AmEx.