MOne Forms Search Unit

NEW YORK WPP Group’s mOne Worldwide said it has started a new unit, mSearch, which will separate its search services from its online media planning.

The digital and direct media network’s new unit brings together mOne’s paid placement, bid management and natural search optimization. It will include WPP-owned, a London-based search-marketing firm. MOne handles search for clients including IBM, Ford and Nextel. The search unit will serve clients in mOne’s 47 offices worldwide.

Stuart Bogaty, formerly managing director of mOne New York, will serve as CEO of mSearch. Richard Collins, former CEO of mOne U.K., is worldwide CEO of mSearch. Both report to Nasreen Madhany, CEO of mOne Worldwide.

“There’s a real need for us to have experts in search that understand this inside and out,” said Bogaty.

Search marketing has grown in importance for agencies. Last year, search spending accounted for 40 percent of all Internet ad spending, according to the Interactive Advertising Bureau. Bogaty said separating out the search unit would enable it to concentrate on the technical expertise needed to manage search while maintaining links with the overall advertising strategy.

“We want specialists doing the [search] work,” he said.