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Call it New York on a budget. South Carolina shop Erwin Penland is entering the world's largest advertising market, but rather than swallow the high rental costs associated with the Big Apple, the agency will share space with Interpublic Group sibling Hill, Holliday.
In addition, the two shops will share back-office services, such as accounting. This nexus stops short of a merger, however, given that each agency will maintain its core staff and leaders. They'll also keep their brand names.
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