Interpublic Set to Close Deal with Hollywood Marketer

18 January 2005

The growing passion felt by major marketers for Tinsel Town talent firms shows no signs of cooling.

The latest liaison is between the giant Interpublic Group and Endeavor Marketing Solutions, the marketing arm of the Endeavor Agency. Interpublic is expected to acquire a minority stake in the Hollywood-based business.

Interpublic and its rival, Omnicom Group, have both been vying for Endeavor's affections in recent months and especially for those of its boss, Mark Dowley. He says: "I chose this because I felt there was a genuine opportunity to make a contribution to Interpublic, which I believe has some good assets."

Endeavor's endeavors have widened beyond representing movie stars. It has also worked for major clients such as American Express, AOL and clothing retailer Banana Republic.

Marketers and clients have been keen to tie the knot with entertainment opportunities, especially in product placement, as they face changes in traditional advertising and the growing threat of ad-skipping technology.

Data sourced from Wall Street Journal Online; additional content by WARC staff