OgilvyOne's Owrid set to head Brandplan consultancy

John Owrid, a managing partner at OgilvyOne, is to head a new

Ogilvy branding consultancy called Brandplan.



Owrid will join O&M's executive committee as managing partner but will

continue to perform a management role on certain OgilvyOne clients,

including Argos.



According to Paul Simons, the Ogilvy Group's chairman, the decision to

launch a brand consultancy 'is a response to clients who are

increasingly requiring solutions that address all consumer touch points

with brands, both on- and offline'.



Owrid commented: 'Ogilvy has been involved with brand consultancy for

some time. This pulls all the different strands together into a

formalised offer. Plus, we will be developing ideas to extend our

offering - brand validation and the link between share price, for

example.'



Owrid is confident that the agency can compete with the established

brand consultants: 'There's no consulting firm that has the total offer.

Management consultants do not have a qualitative expertise or the

imagination and creativity. They have a purist approach.'



In the past 18 months, Owrid has been involved in leading a major

restructure of OgilvyOne's consultancy operation, including the creation

of a customer relations management unit. Since its introduction in

December 1999, the unit has worked on assignments for a number of

international and domestic clients, including BP, Ford and American

Express.



Owrid has been a managing partner at OgilvyOne for the past five years.



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