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 pounds 4 million
business, rather than its direct marketing sister agency, OgilvyOne,
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 marketing arm. Rainey Kelly handles Ionica’s
O&M will act as a strategic partner for Ionica, working with its
in-house marketing team and its other roster agencies. Its task should
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 felt that O&M offered the greatest breadth of expertise and the
strongest overall package, to help us further integrate our sales and
Richard Pinder, O&M’s managing director, said: ’This is a great foothold
into one of the fastest growing categories in telecommunications.’