Duffy & Shanley in Providence, R.I., has formed two new divisions that specialize in interactive communications and sports marketing. Unlike shops which often start such units from scratch, the 30-person agency has chosen to partner with existing firms in order to make a more immediate impact.
On the interactive front, D&S has banded with small Providence firm kWeb, which was founded a year ago by Kira Greene. kWeb is being absorbed by D&S, although no money changed hands in the deal. Renamed Duffy & Shanley Interactive, or DSi, the unit will offer new media marketing and Web development services.
For sports marketing, D&S has bought a controlling interest in Craigville Sports Associates in Providence to form D&S Sports. Terms were not disclosed. The unit is run by Jeremy Duffy, who is a former Craigville partner and the son of agency chairman David Duffy. Dan Gavitt, another Craigville partner, becomes a consultant to the agency.
Teaming with existing companies, "gives us some automatic credibility," said Bob Newbert, D&S executive vice president. "Rather than just hanging out a shingle, we have six or so clients" in each new division.
DSi has already picked up its first piece of business under the Duffy & Shanley aegis. Software AG Americas, Reston, Va., has chosen the unit to design a Web site which will launch in the next few weeks, Newbert said. Other DSi clients include GNN Netcom, Nashua, N.H.; Columbia Energy of Reston, Va.; and AlliedSignal of Morristown, N.J.
D&S Sports clients include the Pleasant Valley Country Club, Sutton, Mass., and national collegiate sports projects for Host Communications in Lexington, Ky. D&S Sports will not represent athletes or act as a sports agent. The unit will focus on matching sporting events with potential sponsors and then promoting those events, Newbert said.