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BBDO to develop second network.(BBDO Worldwide Inc. to combine 'partner' agencies across Europe into new alliance)(Brief Article)
BBDO is welding together its 'partner' agencies across Europe into a second-string network in a bid to grow its business in a seriously depressed market.
The aim is to attract regional or international clients whose needs might be better served outside the main network or whose business might provoke conflict problems.
AMV Advance, the network's integrated specialist in the UK, will be one of 17 agencies likely to have a suffix added to their names to denote their membership of the alliance.
The alliance, whose members are all majority-owned by BBDO, will not have a central management. Instead, its activities will be co-ordinated out of the BBDO Europe headquarters in London.
Michael Baulk, BBDO's European chairman, said the initiative was about marshalling existing resources rather than building something new.
'We're not going out to acquire agencies, we're not changing management line-ups or reporting structures,' he said. 'In a zero-growth market, it makes sense to exploit our 'partner' agencies that are successful but different ...
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