Zimmerman Goes ‘Brand-Tailing’

Omnicom Shop Makes Miami Acquisitions
ATLANTA–Jordan Zimmerman’s plan to create a new advertising dynamic, “brand-tailing,” is a step closer to reality with the acquisition of the Ad Team and Ad Production agencies.
Financial terms were not disclosed.
Zev Auerbach, president of Ad Team, becomes a creative director at Zimmerman & Partners. Martin Schleifer, president of Ad Productions, will handle art direction.
Both Miami agencies will be closed; their employees will be offered positions at Zimmerman
Zimmerman, chairman and chief operating officer of Zimmerman & Partners in Fort Lauderdale, Fla., said brand-tailing is “the missing link, the bridge between building a brand and retailing a product.”
Zimmerman said brand-building and retailing are often out of synch in marketing campaigns: “Customers complain, ‘My brand recognition is up, but my cash register isn’t ringing.’ “
Brand-tailing distills the motivating factors that influence the consumer buying cycle, then builds those hot buttons into branding efforts.
Zimmerman & Partners, acquired by the Omnicom Group in 1999, has become the largest agency in the Southeast with billings approaching $420 million. The new acquisitions represent an additional $107 million in billings.