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Some agencies are acquired for their client list, some for their executives. WPP said it acquired Valentine-McCormick-Ligibel last week to gain access to the shop’s business model.
“They see some uniqueness in the way we approach the business,” said Scott McCormick, president of the Kansas City, Mo., shop.
The $135 million agency claims to offer truly integrated online and offline products ranging from advertising to business consulting and the creation software applications, McCormick said.
“We’re not pitching integrated services—it’s an integrated process,” he said.
By selling to WPP, VML gets access to a global network to help service its clients, which include Sprint, Colgate Palmolive, Coca-Cola and American Express.
“When you get to be our size, there’s a ceiling, and you look at a lot of [possible] growth strategies,” said VML CEO Matt Anthony.
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