Ogilvy MD leaves to open own firm

NEW YORK: Ogilvy PR managing director and global research head

David Michaelson has left the agency to set up on his own.



The as-yet unnamed research company has three clients and billings of

$1.5 million. Among the new customers are Israeli telecom

equipment manufacturer Comberse, and Virginia PR firm The Martin

Agency.



Michaelson explained: "I've always been an entrepreneur. I had run my

own firm before and enjoyed the freedom."



Michaelson said his firm would help companies identify the right

messages they should send. One method of understanding those messages,

he said, was to define attitudes among different groups of society to

such areas as finance, for example. The practice is called

psychographics.



Before joining Ogilvy, Michaelson was a managing director at GCI Group,

and a director of research at Burson-Marsteller.



He has been replaced at Ogilvy by Marjorie White.



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