Zipatoni Looks Lowe for a Partner

Midsized St. Louis Shop Says Sale of Minority Stake Opens Doors
CHICAGO–Realizing its status as a midsized promotions shop did not position it well for the future, The Zipatoni Co. in St. Louis sold a “substantial minority” interest to The Lowe Group, part of the Interpublic Group of Cos.
“It’s a long, arduous road. We’d rather go [down it] with help,” said Jim Holbrook, president and one of six partners with equity in Zipatoni.
The agency will retain its name and management setup, and will work with Lowe Group agencies including Lowe & Partners/SMS where there are no category conflicts, the companies said.
The shop, whose major clients include Miller Brewing and Coca-Cola, last year announced ambitious expansion plans that led to the January opening of an office in Chicago.