McKinney & Silver's win of the $30-million Audi of America account with an assist from London's Bartle Bogle Hegarty shows the benefits of cooperation.
Faced with a scarcity of cash, many independent shops are exploring varying degrees of partnership with similar candidates in other countries. Such partnerships benefit those agencies involved not only when it comes to billings, but offer smaller shops more protection from losing international business to global networks.
Howell Henry Chaldecott Lury/London is another independent shop exploring partnership possibilities. Rupert Howell, HHCL's managing partner, recently visited about six U.S. shops to sound out their interest in possible joint ventures. "This may be the wave of the future," said Howell, who characterized his talks as "informal" and preliminary. "It's cost-efficient and both parties can afford to support it with top creative talent."
Howell declined to discuss who he met with, but sources said his list included Margeotes Fertitta & Weiss, Deutsch/Dworin and Kirshenbaum & Bond, all in New York; Mullen/Wenham, Mass.; and Wieden & Kennedy and Hal Riney & Partners on the West Coast.
Copyright Adweek L.P. (1993)