BBDO to Meld Second Network in Europe

10 February 2003

Omnicom Group network BBDO Worldwide is planning to build a secondary network in Europe out of its existing ‘partner’ agencies.

Seventeen shops across the continent, each majority-owned by BBDO, are expected to join the new alliance and add a yet-to-be-disclosed suffix to their names. One such agency is integrated specialist AMV Advance in the UK.

The new network is aimed at clients whose business might cause conflict in the main BBDO network or would be better suited to different sorts of agencies.

This will be achieved using existing assets and staff. The agency grouping will have no central management and will be run from BBDO’s European headquarters in London.

“We're not going out to acquire agencies, we're not changing management line-ups or reporting structures,” said BBDO’s European chairman Michael Baulk. “In a zero-growth market, it makes sense to exploit our ‘partner’ agencies that are successful but different in character from other BBDO shops.”

The new network is one of several schemes planned by BBDO to counter the adspend slump. Continued Baulk: “We take the view that some of the difficulties are part of a cyclical problem while some are fundamental and won't change.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff