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HONG KONG -- WPP Group's Ogilvy & Mather Worldwide has established OgilvyAction in Asia/Pacific as a corporate umbrella for companies involved with sales promotion, event marketing and management, premium management and field marketing, outdoor management, merchandising, sampling and point-of-sale.

In 2001, OgilvyAction will account for close to 15% of Ogilvy's revenue in Asia/Pacific, and may reach 25% within three years, according to Mike Murphy, O&M's CEO-new networks in Singapore. "OgilvyAction's network is already very extensive," he said. The division has separate sales promotion capabilities under Promotional Campaigns in Hong Kong, Singapore, Australia, Thailand, Taiwan and India as well as specialist event companies in the Philippines and Singapore. In the area of field management, Ogilvy has established two operations in India and China, known as OgilvyOutreach.

In India, a field force of more than 10,000 people working across 60,000 villages throughout the country provides local promotional activities. In China, the same capabilities are offered across 70 major cites. Indonesia and Thailand may be next to offer these services.

Last February, Ogilvy acquired Maxx Marketing, a premium management company with offices in Hong Kong, Philippines, South Korea, Japan, Thailand and Los Angeles. Australian and European bases will be added later this year. OgilvyAction hopes to extend its activities into other key areas, such as in-store promotion, TV entertainment and "guerrilla marketing."

Copyright April 2001, Crain Communications Inc.

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