Between the Lines: Ogilvy pushes integration

By splitting up the "best friend" partnership of Guy Lambert and Mike Dodds, but giving them the day-to-day management duties at Ogilvy & Mather and OgilvyOne respectively, the group's chairman, Gary Leih, is sticking true to his ideals of integration and a 360-degree branding approach (page 1).

OgilvyOne has been punching above its weight for some time now. Lending some of this strength to its weaker sister agency is a sensible strategy. Many London agencies talk about integrated offerings, but for the moment Ogilvy seems to be pulling ahead of its rivals in terms of delivery.


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