Over the years, agency holding companies have approached San Francisco-based agency Muh-Tay-Zik Hof-fer about partnerships, but its executives dismissed them every time.
"We never gave it much thought. It wasn't something we needed or were looking for," said John Matejczyk, the agency's executive creative director.
But when London-based VCCP came calling, seeking out a U.S.-based partner, the arrangement made sense for both agencies. Today, Muh-Tay-Zik Hof-fer and VCCP are announcing a new creative partnership. The two agencies will form an international network, continuing to operate with the same staff, and combining their client roster.
"We wanted to find a partner in the U.S. who had the same focus on creative work, the same challenger mentality. We spent two years looking for that agency, and when I met these guys, I thought, I wasted two years of my life," said Adrian Coleman, co-founder and CEO of VCCP. "It's the coming together of two agencies that can help grow each other."
Added Matt Hofherr, director of strategy at Muh-Tay-Zik Hof-fer, "It's about like-minded people. It felt like a marriage of sames: same principles, same drive, same ambitions."
Muh-Tay-Zik Hof-fer's clients include AAA, Audi, OXO, method, SoFi, for which it produced spots for this year's Super Bowl, and Netflix, for which it launched a clever streaming Yule Log campaign in 2013. VCCP's clients include BMW Motorcycles, O2, Molson Coors and easyJet.
The new network will include VCCP's offices in London, Madrid, Prague, Sydney and Berlin, and Muh-Tay-Zik Hof-fer's office in San Francisco. Muh-Tay-Zik Hof-fer plans to open a New York office in the next few months, and the two agencies plan to eventually enter the South American and Asian markets.
"From a client perspective, on a global level, it's giving the market an alternative from typical holding companies," Coleman said.
Matejczyk is looking forward to seeing what the partnership will bring. "Adrian and his team are ambitious in the same way that we are. They're trying to help clients, look for business opportunities, and look for creative ways to figure out solutions. We thought we could go further together," he said. "It feels like the start of something cool."