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2004 Rating: 4 stars

The essence: In a sign of the growing importance of direct marketing, Ogilvy & Mather global brands Chairman Brian Fether-stonhaugh-considered the successor to agency Chairman-CEO Shelly Lazarus-was tapped to run OgilvyOne, succeeding the retiring Reimer Thedens. The move shifted OgilvyOne's headquarters to London from New York. After a strong new-business and creative year, Mr. Fetherstonhaugh is sure to make his presence felt in 2005.

Net growth: The agency won Allstate Corp.'s direct marketing as well as work from DHL Direct, Yahoo! and others. It also picked up assignments from American Express Co., Cisco Systems, IBM Corp., Unilever and Ameritrade Holdings Corp., among others.

management: There were plenty of key hires besides Mr. Fetherstonhaugh, including Andy Jones as head of planning and Gary Beck as executive director-marketing, technology, consulting. OgilvyOne Consulting Services was restructured under General Manager Michelle Bottomley into three practices. The Chicago office doubled in size and billings as it added work from Allstate and BAT Industries.

Creative quality and effectiveness: OgilvyOne used humor in traditional media, including work featuring wallet-stealing rogues for American Express travel funds cards. Online viral movies and fake fan sites fueled teen interest in Miles Thirst, the spokesdoll for Sprite. A Web site for the Dove "Real Beauty" campaign used animated images of "real women" to provoke discussion.