Headquartered in Shanghai, OgilvyOne’s partnership will focus on mobile design and technology as the companies seek to capitalise on the emerging mobile marketing sector in China. Each company has a 50 per cent stake in the venture. Chris Reitermann, OgilvyOne China’s president, said the rationale behind the deal was to introduce expertise not already within OgilvyOne into China.
Berlin-based iconmobile has built a reputation as an expert in mobile technology, including user interface design and mobile data. It also has a technology product that ensures mobile sites are compatible on all the major handset brands. WPP owns a 40 per cent stake in the business.
The venture will avoid SMS marketing in favour of high-end mobile consultancy. Initially it will target multinationals that “already know what they can do with mobile”, according to iconmobile group CEO Thomas Fellger. It has already secured Microsoft as a client.
OMG Search, meanwhile, is designed to boost the search offering of OMG’s agencies OMD and PHD. The partnership is effective immediately, and OMG clients Johnson & Johnson and Visa have begun using it. The service uses DGM’s technology to examine consumer behaviour patterns offline and measure cross-channel media impact, an OMG spokesman said.
According to regional digital director of OMD International Andrew Tu, the move reflects OMG’s goal to broaden its presence as a digital agency, and its decision to partner with a non-Omnicom Group company is part of its strategy to implement services for clients using any means.
Additional reporting by Anita Davis