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April 14, 2009

Ogilvy subsidiaries unite to bring activation and experiential skills to the forefront

The Ogilvy Group UK agencies Dialogue Marketing and 141 Worldwide have announced that they are to join forces creating a Dialogue141.
The new agency will deliver a greater depth and breadth of experience across a broader portfolio of client business, with additional specialist resources focused on strategy and insight, a versatile and diversely skilled digital capability and a sponsorship and experiential team, leveraging peoples’ passions and designing experiences that bring them to life.

The agency will be led by former 141 managing partner Neil Hamann as managing director, and Andy MacKenzie, former 141 creative director, who becomes Dialogue141’s executive creative director. They are joined by Dialogue directors Sarah Green and Jo Bowden as well as creative director Andy Cowley. 141 director Gideon Maier and Neil Jenkinson, newly appointed new business director, complete the new leadership team. The new agency is based in Paddington, and has clients that include HSBC, Gillette, Braun, Duracell, Coral, Racing UK, Weetabix, Fage UK, Mars and Sodexo.
Neil Hamann commented: “The decision to combine Dialogue and 141 was made over a year ago, while the group was planning further investment and growth in this fast-growing part of the communications mix. The agencies were operating in separate locations with separate management and cost structures, so inevitably a small number of redundancies took place where there was duplication of roles, as the business began to re-shape itself in anticipation of the merger. We’ve had ample time to build a robust and pertinent business proposition and to fine-tune our offering without the constrictions of having to react to current economic and market circumstances. In fact the current climate has worked to our advantage as we have made this move at a time when clients are evaluating the value, and the added value, they are getting from their marketing communications partners.”

Hamann is keen to point out this is not part of a wider cost-cutting programme: “Ogilvy’s strategy is to invest in activation communications, rather than to cut back. It launched a new global brand, OgilvyAction in 2007, and has now created this new brand, Dialogue141 in the UK as its second phase of development. It didn’t make sense to keep 141 and Dialogue separate. They’re a perfect cultural fit, and bringing them together delivers to clients a greater depth and breadth of experience across a broader portfolio of client business. It brings big brand experience (from clients like P&G on the Dialogue side) to smaller brands (like Total Yogurt on the 141 side) with the added benefits of additional resource like strategy and insight and sponsorship and experiential, which offer extended scope. Experiential skills were available to both agencies previously, but now everyone is in one location they can be more easily accessed and integrated.”

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