Ionica appoints Ogilvy & Mather below-the-line

- Ionica, the wireless telephone company, has appointed Ogilvy & Mather as its new direct marketing agency after a three-way pitch.

- Ionica, the wireless telephone company, has appointed Ogilvy & Mather as its new direct marketing agency after a three-way pitch.

A team from the above-the-line agency pitched for the £4 million business, rather than its direct marketing sister agency Ogilvy One, because the DM arm is already a BT roster agency.

O&M pitched against Brann and HTP Brand Response, Rainey Kelly Campbell Roalfe's direct arm. Rainey Kelly handles Ionica's above the line advertising.

O&M will act as a strategic partner for Ionica working with its in-house marketing team and its other roster agencies. Its task is likely to involve DRTV and direct mail.

Lisl MacDonald, Ionica's head of marketing, said: "We looked at a number of agencies before narrowing the pitch to a shortlist. We saw some excellent work and felt that Ogilvy & Mather offered the greatest breadth of expertise and the strongest overall package, helping us further integrate our sales and marketing activities."

She added: "This is an exciting time in our development and we look forward to working with Ogilvy and Mather to build on the excellent progress achieve in the last quarter."

Richard Pinder, O&M's managing director, commented: "This is a great foothold into one of the fastest growing categories in telecommunications. We look forward to growing the account with Ionica as it grows. "



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