IPG creates Zentropy in move to unite online offerings

The Interpublic Group has created a new global internet services network, Zentropy, which brings together a raft of disparate web operations under one roof.

The Interpublic Group has created a new global internet services

network, Zentropy, which brings together a raft of disparate web

operations under one roof.



In the UK, Zentropy Partners combines Shandwick Interactive and most of

the staff of APL Digital. It will be headed by Shandwick’s Simone

Barratt and APL’s Alastair Duncan as joint managing directors and have

46 staff. Clients at launch include Shell, Alta Vista and Compaq.



Globally, Zentropy will have 500 staff and a turnover of dollars 50

million with offices in Frankfurt, London, Los Angeles, Lyon,

Minneapolis, New York, Paris, San Francisco, St Louis and Toronto.



Unlike many web design operations, Zentropy aims to offer a complete e-

business solution, offering strategy, design and systems integration

services.



Duncan said: ’There are three types of business in the market: web

designers, systems integrators and consultancies.



’If you take those three and combine them with a customer-centric

approach you get what Zentropy is offering and what is missing from

elsewhere in the market.’



In the US, Zentropy Partners brings together Anderson & Lembke

Interactive; Hill, Holliday Interactive; Shandwick Interactive, and

Thunder House among other companies.



The new company will be headquartered in Cambridge, Massachusetts, and

will be headed by John Connors III, the son of the Hill, Holliday,

Connors, Cosmopulos chairman, Jack Connors.



Zentropy will operate as a standalone network, but it will use IPG’s

global resources to help support the growing number of clients looking

to develop their internet strategies across multiple markets and

cultures.



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