GroupM Takes Minority Stake in Haworth

Minneapolis media shop works for Target, Ben & Jerry's

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GroupM, the media division of WPP, has acquired a 49 percent stake in independent media shop Haworth Marketing.

Haworth, which opened in 1970 and is based in Minneapolis, works for the likes of Target, Ben & Jerry’s, Beats by Dre, DreamWorks and the Oscars. The partnership will give Haworth access to GroupM's marketing analytics capabilities. In turn, GroupM will offer a platform for Haworth to expand.

"We believe this is a completely new, one-of-a-kind partnership that will bring tremendous value to our clients and our team," said Haworth CEO Gary Tobey. "Our differences and assets will complement each other while Haworth’s culture and what we’ve built remains intact."

"We’ve admired what Gary and his team do for many years," added Irwin Gotlieb, global chairman of GroupM. "We believe we can add to the compelling Haworth proposition through GroupM’s tools, technology, insights and trading scale. And in turn, GroupM’s agencies and clients can benefit from Haworth’s proven expertise in integrating brands into popular culture and content."

@ErikDOster Erik Oster is an agencies reporter for Adweek.