Global Alliance Pays Off

Leveraging its affiliation with the Worldwide Partners alliance, TraverRohrback has added a global account in a key business category.
The Kalamazoo, Mich., agency was named agency of record for DePuy Motech, a marketer of spinal implant products. The agency got into the review late, on the strength of creative samples sent to the Warsaw, Ind.-based company. But once in, the agency found that DePuy was seeking an shop to coordinate its global marketing.
“It was clear you weren’t going to be able to play in the final quarter unless you could demonstrate an ability to handle marketing outside the U.S.,”