The World: Seoul - O&M teams up with Korean agency Diamond Ad

Ogilvy & Mather has joined up with the Korean agency Diamond Ad to create the Diamond Ogilvy Group. The move marks the first time a Korean agency has partnered with a global agency network.

The venture will see the group launch a start-up, called Diamond Ogilvy. OgilvyOne and Ogilvy PR will operate as independent units under the Diamond Ogilvy Group banner.

O&M's worldwide chairman and chief executive, Shelly Lazarus (pictured), said: "This is the best of both worlds. This has always been our goal at Ogilvy: to marry global experience with local insight."