Friday, January 13, 2006
Ogilvy puts DOG on Korean menu
Advertising conglomerate WPP, through their subsidiary Ogilvy, seem to be on a tear in South Korea.
Acquisitions of Korea's #3 ad agency Diamond Ad (website motto: "commingsoon") and 36% of LG Ad, Korea's #2, the latter only weeks ago, are now followed by the announcement of Diamond's integration into Ogilvy Korea, resulting in a new entity branded DOG (Diamond Ogilvy Group).
Apart from the rather curious choice of branding (and Diamond's website suffering from an unlucky combination of Engrish and non-existence), Ogilvy do have a point. South Korea's advertising market is expected to be worth around US$6bn in 2006, making it Asia's #3 market after Japan and China.
Posted by Jos. at 1/13/2006 02:31:00 pm