Traditionally, Billetts focuses on analysing and optimising media spend and helping advertisers to maximise their media performance. Conversely, AAI advises on client and creative agency relationships and how creative effectiveness can be improved.
However, the alliance between the two companies is an attempt to break down the barriers between the two disciplines and increase the range of services to clients. The deal gives each of the companies access to the other's client list and takes the arrangement beyond preferred partner status.
David Wethey, the AAI chairman, said: "John Billett (the chairman of Billetts) and I are convinced that by working together, we can offer our clients a true end-to-end service. Part of the task is relationship and performance management across the complete marketing communications spectrum. But it is also vital to be able to help our clients to identify new agency resources when they need them."
Both companies have recently embarked on expansion plans - last summer, AAI announced that it was planning to establish its brand in Germany, Australia and Singapore, and was also setting up affiliations in New York and Paris. In January this year, Billetts opened two new European offices, with branded offices in France and Spain.