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TBWA Worldwide has combined its North American interactive division with the direct marketing services of sister shop Direct Partners to expand the footprint of Tequila, its global marketing services arm.
The North American unit opens with offices in New York, Toronto, and Playa del Rey, Calif., and has billings of about $300 million. Wes Nichols, formerly a managing partner and co-founder of Direct, will lead a staff of 130 as president and CEO.
The move is designed to expand and diversify TBWA’s below-the-line offering, which arguably trails that of rival global networks.
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