Two Omnicom-owned full-service agencies – Griffin Bacal (part of DDB Worldwide) and Moss Dragoti – are to merge.
The newly enlarged network will retain the Moss name, except in Canada, where Griffin Bacal Volny will remain as an independent unit of DDB. Moss will take on Griffin’s clients and around thirteen of its staff, though the future of the latter’s nine other employees has not yet been decided.
Although Griffin had higher billings last year ($119 million compared to Moss’s $75m), it lost the $100m Hasbro account in late 2000 and subsequently had to axe over half its staff [WAMN: 28-Nov-01; 20-Dec-01]. Its fortunes fared little better in the new year, as founders Tom Griffin and Joe Bacal left the shop.
“This merger has been in the works for a while,” revealed Omnicom. “For a few months the two agencies have been working on projects together…It's a natural fit. Griffin is strong in planning, and Moss is strong in creative.”
News source: Advertising Age - Daily Deadline