Ogilvy & Mather Direct has changed its name to OgilvyOne Worldwide to reflect the company’s one-to-one marketing approach.

In addition, the agency has launched a new initiative called Customer Ownership.

Judy Elder, president of Toronto-based OgilvyOne, describes Customer Ownership as customer-based management which is database-driven to meet and exceed the customer’s goals.

She says technology has not only served to bring down the cost of one-to-one marketing, it has also contributed to increasing the knowledge needed for direct marketers to build and maintain relationships between the client/brand and individual customers.