Ogilvy takes over Mustoe LineOne task

LineOne, the online Internet service jointly owned by BT, News International and United News & Media, has taken on direct marketing agency OgilvyOne.

The LineOne account was switched out of ad agency Mustoe Merriman Herring Levy after 18 months, due to a conflict following Mustoe’s appointment by News International’s rival, Associated Newspapers, to handle the launch of the free London newspaper, Metro.

The appointment of OgilvyOne comes unexpectedly as it was thought Mustoe would not be replaced.

A spokesman for LineOne, which was launched in April 1997, declined to comment.

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