After six years of courting, Roth Associates and The Observatory International are tying the knot. The consultancies, which primarily help marketers search for ad agencies, are merging to create Roth Observatory International. The combined operation will have a presence in 10 cities, including New York, Los Angeles, London, Tokyo, Hamburg, Warsaw and Johannesburg.
It’s early days, but consultants who help marketers find agencies are still struggling to grasp the strategic rationale for Omnicom Group’s mega-merger with Publicis Groupe.
As questions about marketer conflicts hover over the Publicis Omnicom Group deal, creating the real prospect of client fallout, rival agencies already working for such marketers seem best positioned to gain share.
Roth Associates’ expansion to the West Coast has been fruitful, and now the man behind it is being rewarded. Casey Burnett has assumed the broader role of global managing partner at the New York-based consultancy. Burnett was previously director of West Coast operations, and he retains that title as well.