Vaccarella leads new OgilvyOne China operation

<p>BEIJING: The Ogilvy Group has launched OgilvyOne in mainland China. </p><p><BR><BR> </p><p>The direct marketing agency will be run by managing director Matt </p><p>Vaccarella out of Beijing. Vaccarella was previously general manager of </p><p>Ogilvy-owned loyalty marketing agency The Lazec Group in Singapore. </p><p><BR><BR> </p><p>The direct needs of Ogilvy Group clients in China had previously been </p><p>served by the main agency. </p><p><BR><BR> </p><p>Vaccarella said that the emphasis would be on transferring existing </p><p>clients across, and then building out with new client wins. </p><p><BR><BR> </p><p>"We're trying to make it more of a powerful, strategic, </p><p>consultancy-based service," he commented. "China is a great untapped </p><p>market for relationship marketing and loyalty marketing. There are not a </p><p>lot of real speciality offerings." </p><p><BR><BR> </p><p>OgilvyInteractive, which is structured as part of OgilvyOne, has been in </p><p>China for almost two years, and employs around 50 people. China was the </p><p>first market where Ogilvy introduced the new-media agency before its </p><p>below-the-line counterpart. </p><p><BR><BR> </p><p>As it grows, OgilvyOne is planning to put staff in Shanghai and </p><p>Guangzhou as well as Beijing. </p><p><BR><BR> </p>