The global split has triggered the set up of GroupM Interaction, which will comprise MEC Interaction, Beyond (MediaCom) and MindShare Interaction. GroupM Interaction chief Ruth Stubbs, former mOne regional CEO, said all mOne's 70 staff in Asia-Pacific will move to MindShare Interaction, including former mOne MD Alice Manners, who has been named regional GroupM Interaction COO.
At OgilvyOne, Nasreen Madhany will continue to lead the business globally, with the agency's head of digital strategy Ken Mandel leading Neo in Asia-Pacific. Further Neo details, including acquisitions and partnerships, will be revealed in coming weeks.
Stubbs meanwhile noted that the formation of GroupM Interaction would give the media group "a huge amount of clout", but added that "Beyond, however, is only in a few markets". MOne clients will be split according to their legacy relationships with the agencies, with Neo retaining IBM, Cisco and American Express. MindShare Interaction's business will be locally driven, while MEC will focus on regional clients.
WPP shops unveil separate digital brands as mOne splits
WPP's OgilvyOne and MindShare are rolling out separate interactive and direct media agencies - Neo@OgilvyOne and MindShare Interaction - following the break up of their jointly created unit mOne.