Cronin, Wallwork Join Forces

BOSTON–New England agencies Cronin & Co. and Wallwork & Curry are joining forces in an effort to stay competitive as the economy continues to sag.

Cronin, Glastonbury, Conn., has acquired Boston’s Wallwork & Curry; terms between the privately held independent agencies were not disclosed. Sources estimated the price tag for a shop Wallwork & Curry’s size at $1-3 million.

Wallwork & Curry reported 2000 billings and revenue of $38 million and $5 million, down about 10% each from 1999. Those numbers are believed to have eroded considerably during the first half of 2001.

Cronin grew about 25% in 2000, finishing the year with billings of $50 million and revenue of $7 million. The combined agencies employ 68 people–but only 15 in Boston.

The two shops had spoken frequently through the years about teaming up, but Wallwork & Curry’s ownership ultimately decided the time was right for an acquisition, said Cronin president Bill Cronin.

Wallwork & Curry principals Jack Wallwork and Bob Curry will continue to manage the Boston office, which has been renamed Cronin/Wallwork Curry. The two now have the titles managing directors/executive creative directors. Cronin will retain its name and management structure in Connecticut.

“The combination of our two agencies will allow us to expand our geographic reach … add leading national brands to our client roster and add the creative reputations of Jack Wallwork and Bob Curry,” Cronin said.

Wallwork & Curry clients include Steinway & Co., Domain Home Furnishings, Sun Life of Canada and Century Bank. Key clients for Cronin include the Connecticut Lottery, Northeast Utilities, software company TriZetto, and Vytra Health Plans. The agency handles significant public relations work for McDonald’s co-ops in Connecticut and Western Massachusetts.

No clients or staff will leave because of the acquisition, Cronin said.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.