Ogilvy Group is rebranding 141 Worldwide, the global below-the-line network, as Ogilvy Action to bring it in line with the rest of the group.
The Ogilvy Action network already has 18 offices across the world, including France, Lagos and Poland, and will now be extended to include 141’s 29 offices. Steve Harding, UK chief executive of 141, will head the rebranded agency in the UK.
Ogilvy Group chairman Gary Leih says the group inherited 141 from WPP’s takeover of Cordiant at the end of 2003, and that it "made sense" to bring the business in line with the Ogilvy brand..
141 was merged with direct marketing agency Tarantula in 2005 after the latter was acquired by WPP. It was claimed at the time that it created the fifth-largest below-the-line agency in the UK.
Ogilvy Action’s clients include Amex, BP, Ford and Unilever. Despite the rebranding, the 141 name will continue to be used by a number of clients in local markets, including the UK. Dialogue Marketing Group, which is also part of the Ogilvy Group, will continue to operate as a standalone agency in the UK.
Ogilvy Action was launched at the start of January to handle a range of "brand activation services". Rick Roth, the former chief executive of 141 Worldwide, has taken over the new unit. The network will offer a range of through-the-line services including shopper and trade marketing, digital services, retail design and entertainment and sports marketing.