Broadford & Maloney Forms Overseas Alliance

Seeking to broaden its geographic reach and better serve international clientele, Broadford & Maloney has formed an alliance with London-based agen-cy AD Communications.

“We basically mirrored each other on two different continents,” said Broadford & Maloney chairman Martin Maloney, who believes the alliance will allow his 14-person Greenwich, Conn., agency to compete with larger agencies.

Broadford & Maloney has worked with AD Communications for several years on the Polaroid Graphics Imaging account, the only client the two firms currently share. Several other shared clients are expected to be announced over the next few months, Maloney said.

“Clients are increasingly looking for coordinated worldwide programs, and North American-based companies account for a significant proportion of suppliers to our target markets,” AD Communications managing director Rich-ard Allen said.

No money changed hands and no management changes will occur as a result of the alliance, Maloney said.

When asked why Broadford & Maloney chose to form an alliance rather than go the acquisition route, Maloney said, “Because of the range of clients and needs, we decided a strong alliance was probably a little smarter.”

In addition to its presence in London, AD Communications has employees in locations such as China and Japan, and is considering expansion to Australia, additional European countries, and possibly South America, Maloney said. The shop currently has 38 employees.

Broadford & Maloney, which offers public relations, advertising, and marketing services, has 18 clients, including The New York Times, New York University’s graphic arts center and R.R. Donnelley & Sons Co.

AD Communications, which provides services similar to Broadford & Maloney’s, works with clients in the print, publishing, paper and new media industries, such as Duplo International, U.K. Paper, Roll Systems, Picon and Karat.