DWP/Bates Goes West

DWP/Bates Technology has entered into a joint marketing venture with 2by4 brand architects.

The arrangement, said 2by4 chief executive officer Patty Gebhardt, could develop into a purchase of the Campbell, Calif., firm by DWP of Atlanta. If so,it would be the tech shop’s fourth acquisition backed by Bates Worldwide since August 2000.

“We’ve been committed to creating a full-service Silicon Valley capability for a long time,” said DWP chief executive officer Frank Donino.

Gebhardt becomes managing director of the Campbell unit.

“The business philosophies, practices and cultures of DWP/Bates and 2by4 are well aligned,” she said. “We’re assuming their brand.”

Gebhardt’s 10-person shop will operate as DWP/Bates Technology Silicon Valley. Other DWP outlets are located in Irvine, Calif.; Reston, Va.; and New York. Plans call for further expansion into Toronto, tentatively timed for first-quarter 2002.

Clients of the Northern California office include Alcatel, NEC and Siemens.

“Gebhardt and her staff are good at what they do creatively and strategically,” Donino told Adweek.

DWP’s expansion has been fueled, in part, by recent account wins. The Atlanta headquarters added software developer Internet Security Systems and HiddenMind as new clients last week.

“We’ve known about Donino White for years, but we’re just starting to develop a need for print advertising,” said ISS vice president of marketing Tim McCormick.

HiddenMind, a wireless applications provider in Cary, N.C., chose DWP for a corporate branding initiative. Print and interactive advertising will break in early 2002.