Initially being set up as a London base for all 11 of the Ogilvy Group companies, the agency is planning to expand the office's use over time. This will most likely result in a standalone, second-string agency.
Such an agency would be able to handle conflict business, prompting observers to speculate that WPP could move the £75 million BSkyB account to the new shop, should it leave United London. Such a move would circumnavigate conflict issues with OgilvyOne's BT business.
The new agency, which is the brainchild of the Ogilvy Group's UK chairman and chief executive, Gary Leih, will be located in Grosvenor Gardens in Victoria and sandwiched between the Coley Porter Bell and Ogilvy Primary Contact offices.
The agency attempted a similar move in 2000, when its then chairman Paul Simons set up an agency called Adworks in Theobalds Road.