NEW YORK—Ogilvy & Mather is building on the social media capability established at its Ogilvy Public Relations unit over the past few years, to launch [email protected], a worldwide practice that will bring together all of the agency’s social media experts from multiple disciplines to deliver integrated social solutions.

[email protected] will connect marketing, communications, customer relations management, sales enablement, shopper marketing experts and more to deliver a range of solutions that includes social media marketing and communications, these solutions now include social shopping, social CRM, social care, social business solutions, listening and analytics, and the agency’s Conversation Impact measurement approach.

According to John Bell, who established the social media capability at Ogilvy PR and has been named global managing director of [email protected], “The real power of social media for business in 2012 and beyond lies in fully integrated solutions, not stand-alone social programs.”

Bell says the agency will retire its eight-year-old 360° Digital Influence brand, with the activities previously undertaken by that group now integrated into the broader [email protected] offer. “Now, no matter what door you walk through at Ogilvy, you will connect with the [email protected] team to deliver agile and measurable solutions,” he says.

With more than 550 dedicated social media experts around the world, supplemented by another 4,000 digital experts, and headquartered in New York, [email protected] is led by Bell and chief operating officer Tom DeLuca, supported by a board of advisors including Christopher Graves, CEO of Ogilvy Public Relations Worldwide; Gunther Schumacher, COO of OgilvyOne; Brandon Berger, chief digital officer of Ogilvy & Mather; and Steve Harding, CEO of OgilvyAction.

Clients include IBM, Nestlé, Unilever, UPS and Ford.