O&M forges stronger ID for interactive unit

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Ogilvy & Mather Direct, New York, is aiming to give its 12-year-old Interactive Marketing Group a stronger identity, naming it Ogilvy & Mather Interactive. The name change, which takes effect, will serve to signify that the group has become a stand-alone unit, with its own business plan, strategy and structure, said O&M Direct CEO Michael Troiano. The unit is generating significant revenue and profits on its own, Mr. Troiano said, and has tripled its staff in the past year to 38.

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