Making a Texas-Florida Match

Texas and Florida agencies have joined forces to form the core of an anticipated new regional network.

The Atkins Agency in San Antonio, which last year became The Center for the Persuasive Arts, changes its name again to become Atkins/Lord & Lasker. New partner Paradigm/Lord & Lasker is based in Tampa, Fla., with affiliate offices in Daytona Beach and Lakeland, Fla., and Washington, D.C.

Steve Atkins, chairman and chief executive officer of the new firm, characterized the deal as an equity sharing arrangement in which the shops will split future profits.

“The strategy is not to have an acquisition, because acquisitions could potentially lead to apathy of key leadership in any of the shops,” Atkins said.