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BOSTON Independent Allen & Gerritsen in Watertown, Mass., has recast and rebranded its 24-person media arm as New Model Army.
The unit will now operate as a semi-autonomous division of the agency, continuing to serve A&G clients as it competes for business on its own and attempts to develop new services and analytical offerings. One notable standalone client for New Model Army at its inception is Fallon Community Health Plan.
It’s an unusual move for a modest-sized regional player (A&G employs 90 staffers all told), but could make sense given the increasing importance of media management and metrics in the advertising landscape.
The model has been employed for several years by larger New England agency Mullen, an IPG holding, which operates its MediaHub as essentially a standalone operation.
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