Omnicom units Proximity Worldwide, part of the BBDO Worldwide global agency network, and Targetbase are forming a partnership to operate throughout the United States.

The move – not at this stage a formal merger – is billed as the “final piece of the Proximity Worldwide jigsaw puzzle”, allowing both operations to offer clients the resource needed to manage fully integrated direct campaigns. The aggregated revenues of the partnership lift it into the American DMA’s top three global ranking.

PWW was set-up last year and has 57 offices across 28 countries, including the recently launched Proximity London. Targetbase, founded in 1979, is a leading US strategic marketing services specialist with around 285 employees and $440 million in annual billings.

Other than in the USA, both companies will continue to operate as discrete entities. Explains Simon Hall, chief executive both of Proximity London and PWW: “Proximity Worldwide is already able to offer best of breed services around the world. Through this partnership with Targetbase we are going to be able to offer that same high level of service to clients in the United States.”

News source: Proximity Worldwide