Ogilvy & Mather of Toronto would be justified in adding the term ‘exporters’ to its shingle as the agency finds its work increasingly earmarked for u.s. or international use.

On the worldwide stage, the agency is now working on a global campaign, expected to break in August or September, that will launch a new server for ibm.

Steve Landsberg, o&m creative director, says the international campaign continues a tradition the agency began with Duracell and Dove.

And, he says, despite perceptions to the contrary, there’s actually a lot of Canadian work being exported to other countries.

In part, that’s because a lot of u.s. clients are, in fact, Canadian marketers who’ve headed south ­ and they’re paving the way for Canadian agencies.

A case in point is Midas, where the former director of marketing for Canada, Dave Lush, is now director of marketing for the u.s.

That relationship has opened the door for O&M Canada to adapt its launch campaign for Midas Canada’s Performance Friction Carbon Metallic Brakes for the u.s. market.

The two radio and two television spots ­ which ran in Canada this May and June ­ were modified to reflect the name for the brake pads in the u.s: Ultra Pro, a Midas-branded product.

The setting of the Canadian television commercials was also altered when the u.s. networks felt the original newsroom setting was too realistic and might confuse viewers.

Chicago, Ill.-based Midas International currently has an agency review underway to replace J. Walter Thompson, which resigned the business earlier this year.

Although Midas has shortlisted four agencies, Landsberg says the client might also consider o&m Toronto if the agency’s u.s. parent concludes there isn’t a conflict with its Sears automotive business in the u.s.

In another international development, Landsberg says a mixed-media campaign for American Express that has already run in Canada could also be picked up for other markets.

The campaign was designed to encourage use of the Amex card for everyday items beyond the traditional entertainment and travel applications.

Two versions ran, a promotionally-driven one in Vancouver and a more conventional campaign in the Toronto area, to test effectiveness.

A previous success for American Express from o&m Toronto, the ‘split-screen’ campaign for the company’s traveler’s cheques, continues to run worldwide.