Digital agency mOne Worldwide, created when WPP's MindShare Worldwide and OgilvyOne Worldwide were joined, has been rent asunder, writes MediaPost. Rob Norman, director of interaction worldwide at WPP's Group M, said one reason for the breakup was that both OgilvyOne and MindShare wanted to offer clients full packages and not refer work. OgilvyOne clients, such as IBM, view Ogilvy as a full-service agency in itself, he said.

mOne Worldwide CEO Nasreen Madhany will return to Ogilvy; mOne North America CEO John Montgomery and mOne integrated media director Margaret Clerkin will return to MindShare.

The breakup comes some six months after WPP's Mediaedge:cia created MEC Interaction, consisting of The Digital Edge, MEC's online media planning and buying division; Outrider, MEC's search marketing group; and Wunderman Media, MEC's direct response media planning and buying unit.