IPG Solidifies Online

The Interpublic Group of Cos. is rolling its U.S.-based interactive holdings into one unit to be led by John Connors III and headquartered in Cambridge, Mass.
The son of Hill, Holliday, Connors, Cosmopulos chairman Jack Connors will serve as president of Zentropy Partners, which will incorporate the existing operations of Hill, Holliday Interactive, where John Connors is currently managing director; ZentropyInteractive in Hollywood, Calif.; Thunder House, owned by McCann- Erickson WorldGroup in New York; and Nicholson in New York, sources said last week.
IPG officials said they expect to formally introduce the interactive agency offering before the close of the year but last week declined to comment on specifics because “the lawyers are still dotting all the i’s and crossing the t’s,” according to IPG chief financial officer Sean Orr.
Responding to a question during a press and analyst briefing to discuss third-quarter earnings results early last week, Orr said he expected revenues from the interactive division “to be north of $100 million” next year.
Zentropy Partners will open with six offices, have 350 employees and focus on North America, Orr said. Sources said space has been leased in the Kendall Square section of Cambridge to house Zentropy headquarters.
IPG’s formalization of Zentropy would not preclude any individual agency from developing its own interactive capability. The unit would serve to develop “best practices” in the interactive arena for all IPG companies, an apparent concession to some insiders who initially criticized the plan [Adweek, May 24].
Locally, IPG owns Hill, Holliday; Weber Public Relations Worldwide; and Jack Morton Productions.