Wunderman Acquires N.Y. CRM Shop

NEW YORK Wunderman, a unit of WPP Group’s Young & Rubicam Brands, has acquired Shaw Marketing Group, a customer relationship management shop that claims Diageo as its largest account.

Terms of the deal were not disclosed. The New York-based Shaw will become an autonomous division called Shaw Wunderman. It will be led by agency founder and president Richard Shaw.

For Diageo, the agency handles brands such as Johnnie Walker, Baileys, Smirnoff, Crown Royal and Guinness. The New York Philharmonic is another client. The shop employs 15 staffers and, at the end of 2005, had revenue of about $2 million, according to WPP.

“We share the same philosophy,” said Wunderman New York president Steve Zammarchi, in a statement. “You’ve got to understand what motivates consumers before you approach them.”

Shaw opened in 2002. Its president previously held a series of senior posts at Seagram, where he worked for more than 30 years.

“I’m excited to join the Wunderman network,” said Shaw, who will report to Zammarchi. “We will now be better able to bring world-class resources to our existing clients and can aggressively pursue new business opportunities.”

Wunderman’s clients include Citibank, Hewlett-Packard, Pfizer and the American Institute of Certified Public Accountants, among others.