The Player: Madhany brings it together for new mOne North America

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Nasreen Madhany is a rarity in the world of marketing and media-she's worked for the same agency, in this case, WPP Group's Ogilvy & Mather Worldwide, for more than 25 years, most of which were spent in Canada. Her staying power, along with a passion for media and expertise in relationship-building around the world were rewarded as she was recently named CEO of WPP's newly formed mOne North America.

Ms. Madhany's experience, most recently as worldwide media director on the IBM Corp. business, should serve her well as she leads WPP's effort to fully integrate the digital and direct-marketing disciplines on a global basis. Her charge at mOne, which links OgilvyOne and Ogilvy Interactive Media in the U.S. and Mindshare's mDigital and mDirect globally, is to make it easier for clients such as American Express, Ameritrade and IBM to implement holistic marketing and brand strategies across multiple platforms, such as interactive TV, high-definition TV, the Internet and wireless.

"We were hearing from our clients, especially in the emerging technology space, that they were looking to lead and test in different platforms, and unless you are a global brand, it's hard to take the learning across different regions," Ms. Madhany said. "This space is one of the reasons we feel it's important to form a company like mOne," she said.

Ms. Madhany and her team hope to deploy WPP's interactive and direct services in a more coordinated fashion, while seeking to quantify and measure results. MOne is in the process of building a proprietary media tool designed to optimize all media according to measures set by the client. "With the launch of mOne, Nasreen has been at the forefront of challenging us all to think globally and leverage our clients' investments on a more deeply integrated scale," said Jonathan Adams, senior partner, group media director, mOne.

media focus

A self-described "extreme shopper," Ms. Madhany's agency career has focused on media: "I've never felt bored with media." She began her career as an assistant media planner at Ogilvy in Toronto working on the Mattel Barbie business.

"She's energetic, a straight talker, a visionary and has a really good international perspective which has been very, very valuable on the IBM account," said Maureen McGuire, VP-worldwide marketing management and integrated marketing communications, IBM. The two women have worked together for nearly six years, since Ms. Madhany arrived in New York. While most of Ms. Madhany's time will be spent on mOne, she will continue to serve as worldwide media director on IBM. "She feels like she has IBM in her blood," Ms. McGuire added.

Struck by a taxi over a year ago, Ms Madhany, 48, wasn't sidelined for long. While she was badly injured and in pain, she came back to work long before she should have: "Through adversity, she comes back just as passionate as ever," Ms. McGuire observed.

Fast Facts

Name: Nasreen Madhany

Age: 48

Now: CEO, WPP's mOne North America

Challenge: To implement global integration of WPP's direct, interactive and media resources

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