Search marketing firm Global Strategies International, led by frequent search event speaker and author Bill Hunt, has been acquired by Neo@Ogilvy, the digital and direct media arm of the Ogilvy Group. Hunt, along with partners Jeremy Sanchez and Andy Weatherwax, will join Neo@Ogilvy, but keep GSI as a separate unit within the agency. IBM is a major client for both Ogilvy and GSI.
In an interview with Mediapost, Neo@Ogilvy COO Greg Smith said that the integration of GSI into the Ogilvy team would help them implement paid and organic search strategies alongside other digital marketing efforts. Smith also expressed a desire to use data on searcher behavior to gain insight into other marketing programs: “Search for us is this incredible focus group, and we want to use that as one of our diagnostic tools to learn about consumers and their behavior.”