mOne split sparks new ventures

WPP's OgilvyOne and MindShare are rolling out separate interactive and direct media agencies - Neo@OgilvyOne and MindShare Interaction - following the break up of their jointly created unit mOne. The global separation has triggered the formation of GroupM Interaction, which will comprise MEC Interaction, Beyond (Mediacom) and MindShare Interaction. According to GroupM Interaction chief Ruth Stubbs, former mOne regional CEO, all of the 70 mOne staff in Asia-Pacific will move to MindShare Interaction, including former mOne MD Alice Manners, who has taken the regional role of GroupM Interaction COO. OgilvyOne head of digital strategy Ken Mandel will lead Neo in Asia-Pacific. Clients will be split according to their legacy relationships with the agencies, with Neo retaining IBM, Cisco and American Express.