NEW YORK Tequila, the interactive, direct and promotions network of Omnicom Group's TBWA Worldwide, and Brand Sense Marketing have teamed up to help each other with business development efforts.
As a part of the partnership, the two companies will refer business to one another and work together on new business pitches and accounts when appropriate.
Brand Sense Marketing is a Century City, Calif.-based firm specializing in brand development, licensing, strategic alliances, promotions and sponsorships. "What [Brand Sense] is very good at is taking the essence of the brand and figuring out new ways to bring it to the market in a revenue-producing way for the client. They come up with strategies that make brands revenue by using the brand in a tasteful way," said Wes Nichols, president and CEO of New York-based Tequila.
For instance, Brand Sense signed Home Depot as the title sponsor for the All-American Soap Box Derby; as a part of the sponsorship, Home Depot supplied 20 racecar kits to local clubs in 10 cities, offered a $15,000 annual scholarship, and received national media exposure and logo space on all helmets and signage at every event.
Nichols, who is overseeing the cross-selling effort, said the relationship would help the companies increase market share. "It ties in well with what Tequila does," said Nichols, adding that Tequila is interested in creating marketing programs to reach consumers at various touch points.
Tequila has 1,100 staffers in 36 offices in 25 countries servicing clients like Nissan, Sony PlayStation, Visa and Pfizer. TBWA imported Tequila to North America last July when it combined its interactive division with the direct marketing services of sister shop Direct Partners, which Nichols co-founded in 1994.