CHICAGO-Hensley Segal Rentschler said it hopes to have in place by January 1998 a loose alliance of business-to-business agencies around the world that will allow it to serve clients globally.
Richard A. Segal Jr., managing director of the Cincinnati-based agency that specializes in new media applications for business-to-business marketers, said he hopes to name soon the agency partners that HSR will be working with in Europe, Mexico, Canada, South America and the Asia/Pacific region.
William Giacalone, who joined the agency as senior marketing manager in June, is spearheading the program. He spent two years as a vice president of the American Business Press after working in new media at Poppe Tyson in New York.
Segal said the agency has had little trouble identifying prospective overseas partners.
"I've had dozens and dozens of inquiries via the Internet from agencies [around the world] looking to work with us," Segal said. "I've never really known what to say to them before, but we've kept in touch with many of them.
"Now we're moving to assemble the best independent agencies into a confederation with shared standards about business and electronic commerce," he said. "We've looked at alternatives but believe the best strategy is to do our own thing."
With billings of about $30 million, HSR currently handles overseas work for clients itself, working with client companies' offices or through alliances with local-market agencies. The agency's global clients include GE Aircraft Engines, food-service equipment marketer Hobart Corp. and machine tool company Makino.
Creating a standing network of affiliated agencies can be "a growth fueler for HSR more than a profit center," Segal said.
Global business-to-business electronic commerce, via the Internet and other media, is projected to grow from a $600 million market to $327 billion by 2002, Segal said.