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.
