IBM has dropped Havas Advertising's US agency, Brann Worldwide,
from its direct marketing business in a move that sees the company
consolidating its global direct and interactive marketing strategies
The client has pooled its business into the New York offices of WPP
Group's OgilvyOne and Wunderman. Under the new model, which goes into
effect at the start of 2002, IBM will work with the two strategic agency
partners on all aspects of direct and interactive marketing
communications, from online banner advertisements to direct mail
OgilvyOne already adapts the US work for the UK market, as well as
producing some original work. The centralisation is expected to see a
rise in output from the UK office.
IBM interactive shops remain unchanged as the New York offices of R/GA,
Modem Media, Answerthink and WPP's Ogilvy Interactive all continue to
work with IBM on ibm.com.
American advertising industry observers have cited IBM's move as one
that is concerned with more than simple cost cutting.
The move to put both direct and interactive assignments into OgilvyOne
and Wunderman has been held up as an illustration of a growing trend
among agencies and clients for digital marketing to be developed
hand-in-hand with direct marketing.
"The move to this new agency model reflects IBM's response to shifts in
the business environment," Maureen McGuire, IBM's vice-president of
worldwide integrated marketing communications, said. "Interactive
marketing is no longer a standalone discipline. It is an integral
component of direct marketing."