OgilvyOne Worldwide, a one-to-one marketing network, yesterday announced the launch of its global digital and direct media network company, Neo@Ogilvy, China in Beijing.

Neo@Ogilvy will manage digital media investment for top global clients such as American Express, Cisco, DuPont, IBM, Lenovo, and SAP.

It covers digital advertising and direct marketing, digital and direct TV, direct response print and mail, e-mail marketing, search marketing and new forms of digital media, such as written blogs and video blogs.

The network has been established at a time when digital media investment is growing at three times the rate of total advertising spending, with accelerated growth rates occurring in all geographic regions.

"China's Internet advertising industry realized an amazing increase of 40 per cent to 45 per cent last year," said Jennie Fan, China president of OgilvyOne Worldwide, who has just been appointed the China president of Neo@Ogilvy Worldwide.

The digitalization of media and the increased power of the consumer to control media consumption have created an entirely new playing field for marketing communications, according to Fan.

"As a group providing integrated marketing services to several leading companies in and out of China, Ogilvy & Mather's growth in China is crucial to both ourselves and our clients," said TB Song, chairman of Ogilvy & Mather, Greater China. "We are at a unique advantage to work with Ogilvy & Mather companies to deliver big ideas that cross all media channels for our clients."

Fan said one-to-one marketing "is really coming into its own now" thanks to advances on the Internet.

"Marketing today is all about large numbers of small niche markets where precision targeting and a focus on intercepting and engaging the consumer at a specific moment of truth is a requirement," she said. "Digital media, whether it is delivered through a television, a private computer or a mobile phone is going to change the advertising industry forever and Neo@Ogilvy is well positioned for this paradigm shift."

Source: China Daily