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WPP Imports Brit Marketing Model

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NEW YORK WPP Group's Mediaedge:cia has brought U.K. marketing consultancy OHAL stateside as an additional resource for clients seeking greater analytical and economic modeling for their media buys.

OHAL launches its New York office today with a team of 11 staffers led by Joe Abruzzo, a managing partner of Mediaedge:cia and a member of OHAL's board. Abruzzo is also responsible for the operations of the agency's MediaLab research unit. OHAL frequently provides tools and services to MediaLab.

In a statement, Charles Courtier, Mediaedge:cia worldwide chairman said extending OHAL to the U.S., "puts us at the forefront of marketing campaign measurement so that we can achieve the greatest return-on-investment for our clients."

OHAL analyzes more than 400 brands in 15 countries, quantifying the impact of sales against all aspects of the marketing mix. It provides coverage across many product categories, including packaged goods, beverages, household appliances, retail, finance, communications and pharmaceuticals. Clients include AT&T, Payless ShoeSource, PetSmart, PellaWindows, Warner Home Video, TD Canada Trust, CNN and GlaxoSmithKline. OHAL employs 35 in its London headquarters.

OHAL, founded in 1972, was once the property of the UK holding company Tempus Group, which WPP acquired in Nov. 2001.