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The struggle for new business on all levels of the industry has led to a spirit of cooperation among some small agencies, which have formed alliances in an effort to broaden their offerings.
DiBona, Bornstein & Random in Boston last week finalized alliances with Hispanic agencies al Punto Advertising in Tustin, Calif., and The Viva Partnership in Miami; African-American shop E. Morris Communications in Chicago; and Asian agency Toto Group in New York. Creaxion in Atlanta also formed a partnership last week, with Atlanta Hispanic shop the Lanza Group, to help clients with Hispanic marketing efforts, said Creaxion CEO Mark Pettit.
“[Partnering] is something people have done [previously], but not as much as now,” said Laurie Mikes, chief operating officer at Second Wind, a Wyomissing, Pa.,
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