The move will see Diamond Ad renamed Diamond Ogilvy as an advertising unit under Diamond Ogilvy Group, which will also comprise Ogilvy & Mather Advertising as a separate agency, retaining its own primarily Korean brands and clients, OgilvyOne, Ogilvy PR and the new Ogilvy Healthworld unit.
Miles Young, chairman of Ogilvy Asia-Pacific, will also serve as chairman of Diamond Ogilvy Group. He said Diamond Ogilvy would work with LG Telecom, Korean Life Insurance and Sky Life, while Ogilvy Korea would handle Unilever, IBM, Gillette and GE Capital.
"Diamond is the number two in the new business league in Korea," said Young. "The two agencies will be run separately, offering different skill sets and will cater to different client personalities."
Ogilvy, Diamond merged in Korea
WPP has rolled Diamond Ad, formerly part of Cordiant, into Ogilvy & Mather for the set-up of Diamond Ogilvy Group.