IBM picks OgilvyOne

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IBM Corp., Armonk, N.Y., awarded OgilvyOne, New York, its new $15 million to $20 million account for direct marketing targeting small- and medium-size business. OgilvyOne will handle worldwide strategy and program development; it also will do execution in North America, Europe, the Middle East and Africa. This is the final assignment following IBM's February move to consolidate its estimated $125 million in global direct marketing from 30 shops down to OgilvyOne and three other agencies. OgilvyOne edged out Barry Blau & Partners, Wilton, Conn.; Strategic Interactive Group of Bronner Slosberg Humphrey, Boston; and Wunderman Cato Johnson, New York, for this last assignment.

Copyright March 1998, Crain Communications Inc.

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