Think Small

The idea behind the Syndicate was simple: Create an alliance between Ogilvy & Mather and several independent, creative-driven partners, allowing Ogilvy to benefit from the smaller shops’ innovative thinking and the boutiques to enjoy the resources of the larger agency without giving up any equity. The 3-year-old experiment, run by Rick Boyko, chief creative officer of Ogilvy & Mather North America, has thus far proved to be a limited success.

The Syndicate has produced campaigns for blue-chip Ogilvy clients IBM and Miller Brewing Co.,

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