Three months after setting up shop in St. Louis, event marketing agency Javelin has formed a joint venture with Einson Freeman, a WPP Group promotions company based in Paramus, N.J.
Einson Freeman/Javelin will be headquartered in St. Louis but plans to open a Los Angeles office as soon as possible, said Mike Campbell, Javelin co-founder and senior partner. The alliance between the two shops did not involve stock or cash.
"We are complementing each other's resources," Campbell said. "We don't do what they do, and vice versa."
Javelin specializes in special events and has targeted such clients as 1-800-Flowers and VH1, as well as cable TV networks TOON Disney and FX Networks. Einson Freeman handles promotional marketing for clients including IBM, Ford Motor Co., Sears, Roebuck & Co. and Toys R Us.
The joint venture will provide broader promotional marketing for Javelin's clients while adding entertainment and event marketing programs for Einson Freeman's.
It also may create and execute special event marketing programs for clients of other WPP Group agencies, said Einson Freeman president and chief executive officer Jeffrey K. McElnea.
A New York executive search firm known by principals at each agency linked the shops, introducing McElnea to Javelin's partners, Campbell said.
"It nets for us the power of the Einson Freeman name, a selling force for us with their account executives and an opportunity to work with their clients," said Brad Carsten, who co-founded Javelin in February with Campbell along with Donna Meier and Jennifer Novak, two other former executives at Marketing Mix in St. Louis.
The venture's plan is to use what it calls a "Hollywood production model" to stage promotional events, hiring temporary crews in various cities as needed for the duration of the event.