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Omnicom swoops for pounds 10m Weapon7.
Interactive TV specialist to further iTV's expansion to US and China as it moves into Omnicom's Zulu network of agencies.
Omnicom has finalised the acquisition of the interactive TV agency Weapon7, in a cash deal thought to be worth more than pounds 10 million.
Omnicom plans to bring Weapon7 into the Zulu network of specialist agencies, where it will sit alongside the digital advertising and media shop Agency Republic, the direct marketing agency Claydon Heeley, the software specialist Code and the mobile marketing agency IPSH!.
It will also look at developing Weapon7 globally. At the moment, the UK leads the world in terms of digital TV penetration and, therefore, in expertise when it comes to interactive TV campaigns. But with the medium beginning to take off in the US, Omnicom sees huge opportunities to grow the business there, as well as in China.
Founded in 2001, Weapon7 has made its interactive TV mark with campaigns for clients including Chrysler, Nissan, Coca-Cola, Adidas, Nokia and Smirnoff. Although much of its work is on a project basis, it is one of the agencies on COI's digital roster, and is in talks about having a retained role for some clients.
Two of Weapon7's founders - the managing partner, Steven Hess, and the planning partner, Mark Brown, - are staying on to run the agency. They each have four-year earn-out clauses and will both become partners on the Zulu management board.
A third founder of Weapon7, the creative partner, Simon Smith, left the agency two weeks ago, ahead of the Omnicom deal, saying it was 'time for a new adventure'.
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