It's Just A Process Of Coordination

With clients ranging from Samsung to HSBC demanding integrated communications from their marketing agencies, coordinating the efforts has become a complicated process. Now, Mickey Marks, formerly president of Omnicom’s PHD in New York and San Francisco, believes he has found the solution: Interplay Communications.

The New York-based consultancy, which Marks launched last week, will offer management services to help clients, agencies and the media coordinate their multidisciplinary efforts. “We’re looking to empower brands,” said Marks. “The goal is to create a virtual holding company around a brand.”

Marks, who left PHD in 2003, said the new venture, which has yet to sign up its first client, will create “brand communications boards” made up of the leaders from each of an advertiser’s agencies.