MUMBAI: Haworth, an independent and employee-owned marketing and media agency based in Minneapolis, has announced a strategic partnership with GroupM, the media investment management division of WPP.
Haworth will continue to offer personal, high-touch, creative-driven media – now backed by the industry leader in tools and data, thus linking the art of consumer connections with the most advanced marketplace analytics.
“We believe this is a completely new, one-of-a-kind partnership that will bring tremendous value to our clients and our team,” said Haworth CEO Gary Tobey. “Our differences and assets will complement each other while Haworth’s culture and what we’ve built remains intact.”
Haworth and its clients will benefit from full access to GroupM’s resources in digital, analytics, trading and proprietary technology and tool development. GroupM will also provide a global expansion platform for Haworth and its clients. The media agency will take a 49 per cent stake in Haworth.
“We’ve admired what Gary and his team has done for many years,” said GroupM global chairman Irwin Gotlieb. “We believe we can add to the compelling Haworth proposition through GroupM’s tools, technology, insights and trading scale. And in turn, GroupM’s agencies and clients can benefit from Haworth’s proven expertise in integrating brands into popular culture and content.”
Haworth clients are happy about the new partnership with GroupM. DreamWorks Jeffrey Katzenberg said, “We’ve enjoyed a remarkable partnership with Gary Tobey and his team at Haworth over the years. Their creativity and commitment to innovation has earned them great respect within the entertainment community – and this newest innovation has great potential.”
Omar Johnson, CMO at Beats Electronics CMO Omar Johnson added, “Our marketing strategy at Beats requires us to break the rules and challenge convention, which is why Haworth’s culture meshes so well with ours. Their new model for media takes it to the next level as we continue to grow our global footprint.”
Founded in 1970, Haworth provides strategic marketing and media solutions to blue-chip clients and iconic brands, including Target, Ben & Jerry’s, Beats by Dre, Honeywell, DreamWorks, The Oscars and Berkshire Hathaway Travel Protection. Haworth has reported media billings of $700 million.
