"It's a Super Bowl tradition, " said Alfonso Marian, chief creative officer of WPP's OgilvyOne.

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Brian Fetherstonhaugh, CEO of OgilvyOne, argues that the challenges faced by digital companies are also experienced by everyone else.

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Working with OgilvyOne, Ferrero has grown its following on its international page from under 6 million two years ago to 16.5 million users today.

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According to OgilvyOne's Mandel, seven times more people texted in their responses than those who called in the company's 1-800 number that was also in the advertisement.

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Unilever's account is handled, for example, by no fewer than 47 WPP firms, from GroupM (media buying advice and execution) to OgilvyOne Worldwide (digital marketing) to Burson-Marsteller (public relations).

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One of its creators, Maria Mandel, the executive director of digital innovation at OgilvyOne, points to a Mobile Marketing statistic that mobile banner ads have a higher click-through rate than Internet banner ads--2% vs. 0.15%.

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" This bit of advertising history came to mind recently when I read an article in The New York Times about a contest being hosted by OgilvyOne, a direct descendent of the famed marketer, to find the "best salesperson in the world.

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