In a bid to expand its relationship marketing capabilities and
customer relationship marketing capabilities, OgilvyOne has acquired
relationship marketing shop The Lacek Group.
OgilvyOne made a play for the Minneapolis-based agency, which also has
offices in the Lion City and Seoul and specialises in loyalty marketing,
in order to "improve our clients' ability to grow customer
relationships", according to OgilvyOne Asia-Pacific president John
Goodman.
The two shops have previously worked together on several client
accounts, including orchestrating aspects of Jaguar's CRM strategy.
While all Lacek Group staffers have been offered posts with OgilvyOne,
Lacek co-founder Peter Brennan will function as an advisor for the
agency for a given time after the buy-out is completed.
