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.

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