Vaccarella leads new OgilvyOne China operation

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

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com