UK digital agency Syzygy, which is part-owned by WPP Group, and United Media, a leading digital agency in Germany, are to merge to form a new European e-services group.
The merger, which is effective immediately, aims to strengthen market position across Europe and significantly broaden both firms' range of consultancy and technology services.
The new company will keep the Syzygy name and be led by Chris Robson, formerly group managing director of Syzygy. He becomes group chief executive. Marco Seiler, founder and managing director of United Media, which WPP also has an interest in, becomes Syzygy president. The UK office will be led by former Brann director Stephen Priestnall.
The combined group will employ over 110 staff with offices in London, Frankfurt and Munich. Its clients include Alfa Romeo, Axa, Barclays, BP Amoco, Boots, Disney, Fiat, J. Walter Thompson and Mannesmann.
According to Robson: "We now aim to expand rapidly into other major European markets, both organically and by acquisition. The merger will better service our clients' increasingly complex, pan-European e-business and e-commerce requirements, a trend accelerated by the Internet and Emu. This demands a deep understanding of local markets, cultures and consumers. And it must be harnessed to a fully integrated business and technology framework and approach."