The Ogilvy Group has consolidated its marketing services agencies, including promo shop 141 Worldwide, into a new business division.
Ogilvy launched OgilvyAction on Jan. 2 to align its marketing services work more closely with ad shop Ogilvy & Mather. The new global division encompasses promotions, shopper marketing, experiential, sports and entertainment, digital and retail design, the Ogilvy Group said.
“With activation becoming an increasing need among our clients globally, it just makes sense to bring this important business closer to the Ogilvy brand,” said Ogilvy & Mather CEO Shelly Lazarus in a statement.
141 Worldwide CEO Rick Roth takes the CEO post at OgilvyAction. Roth, a longtime Ogilvy veteran, took the helm at 141 Worldwide in December 2004, more than a year after Ogilvy parent WPP Group bought 141 Worldwide. At the time, 141 Worldwide execs welcomed Roth as a leader who could open doors at Ogilvy for the beleaguered promotion shop.
The offices of 141 Worldwide adopt the OgilvyAction name in most markets; in Asia, 141 remains part of BatesAsia. 141 Worldwide will keep its name and run independently in some unspecified markets, as will the two offices of U.K. marketing services shop Dialogue.
141 Worldwide ranked No. 31 in the 2006 PROMO 100 with estimated 2005 net revenues of $49 million, up an estimated 17% from 2003.
Affiliation of sister shops can be tricky business. 141 Worldwide had been associated with sister ad shop Bates Worldwide under their former parent, Cordiant Communications Group. But Bates imploded in 2003 when it (and 141 Worldwide) lost a major global client, Allied Domecq, forcing Cordiant onto the block.
When WPP Group bought Cordiant in June 2003 it parceled out Bates’ offices in the U.S. and Europe to its other ad agency networks, J. Walter Thompson and Young & Rubicam in the U.S. and Red Cell in Europe. WPP kept 141 Worldwide intact globally, and has slowly cemented its affiliation with Ogilvy under Roth.
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