DM News: 4 Execs Open Shop, Leave MRM, FCBi

The second new interactive agency popped up in as many days, with four executives from FCB and McCann-Erickson shops joining together to create o2kl. The New York-based agency is starting off with Cendant Mortgage and several as yet undisclosed clients. The foursome has experience with traditional media, as well as interactive marketing, and doesn't have what one called the "seventeen layers" that slow down and dull work coming from large agencies. The shop will be positioned as a direct response outfit. "We say it's ultimately about response, or it's a colossal waste of money," said creative director Danny Klein.