Ogilvy’s E-Commerce Unit Gets Tech Partner

IBM will supply analytics, cloud technology

A key Ogilvy & Mather client has become a partner in the agency’s e-commerce practice.

IBM has agreed to supply the analytics and cloud technology for eCommerce@Ogilvy, a relatively new unit run by Carl Hartman, a former WPP Group lieutenant and account leader at Young & Rubicam. Hartman became practice lead on the unit in January.

Ogilvy CEO Miles Young has ambitious goals for eCommerce@Ogilvy, which already works for the likes of Louis Vuitton, Kimberly-Clark, Nestlé and British Airways. Young hopes that the unit will generate more than $100 million in revenue annually by 2016.

The specialized practice, which creates online and mobile brand experiences, is “in keeping with our model to add new offerings that leverage changes in our industry,” Young said in a statement. “IBM’s technology solutions in this space are unequaled and will add to the solutions eCommerce@Ogilvy delivers.”

Hartman, who is based in New York, leads a collective of e-commerce specialists at Ogilvy offices around the world, including those in the U.K., France, Australia, Brazil, China, Singapore, Taiwan and Korea.

Before ecommerce@Ogilvy, Hartman steered shopper marketing efforts for WPP and was a global client leader on Kimberly-Clark, a company that employs multiple WPP shops, including Ogilvy, Mindshare and Kantar. 

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