Agency network Ogilvy & Mather Worldwide, part of the WPP Group, has set up OgilvyAction in the Asia Pacific area, under which banner all O&M units dealing with sales promotion, point-of-sale, merchandising, sampling, event management, outdoor management, premium management and field marketing will be placed.
The new unit comprises nearly 15% of O&M’s total revenue in Asia Pacific this year and could rise to 25% within the next three years, predicts Mike Murphy, O&M’s ceo–new networks in Singapore.
OgilvyAction includes the Promotional Campaigns sales promotion group, which has units in Singapore, Australia, Taiwan, Thailand, India and Hong Kong, as well as event specialists in the Philippines and Singapore. Also within OA’s jurisdiction are field management businesses (branded OgilvyOutreach) in India and China and Maxx Marketing, a premium management firm acquired by O&M last February with offices in Thailand, Japan, the US, Hong Kong, South Korea and the Philippines.
OgilvyAction hopes to extend its range of activities to include in-store promotions, television and ‘guerilla’ marketing.
News source: Advertising Age - International Daily