Isobar drops 'Glue' prefix in global realignment
By Louise Ridley, campaignlive.co.uk, Friday, 14 June 2013 11:08AM
Glue Isobar, the Dentsu-owned digital agency, is dropping the 'Glue' prefix from its name in the first step of a global realignment of the Isobar network.
The London-based agency will be renamed Isobar by the end of this month, with the other agencies in the 53 Isobar offices around the world expected to follow suit and remove their additional names in the coming months.
The Isobar network is part of Aegis Media, which was bought by Dentsu in March for £3.2 billion.
It has agencies in 36 countries, which were mostly acquired through acquisition, such as Age Isobar in Sao Paulo, Roundarch Isobar in New York and Hypermedia Isobar in Poland.
The name change reflects Glue Isobar’s aim to work in a "borderless" way with international clients, drawing on global insights from the network, according to Mark Cranmer, the global chief executive of Isobar.
The much-lauded agency Glue was founded by Mark Cridge in 1999 and bought by Aegis in 2005. Last June, Cridge, who was the global managing director of Isobar, decided not to return to the network after a six-month sabbatical.
Cranmer said: "We are increasingly asked to provide our clients with borderless solutions, tapping into talent and skills we have throughout our global agency. They are able to access our depth and breadth of capabilities, which we are able to offer in all regions, making Isobar synonymous with worldwide strength.
"The name change is a natural evolution for our business as we now align as a global business and brand to service our clients."
In the past two years, Glue Isobar has added Kellogg’s, Pringles, Google, Scottish Power, the Guardian and Toyota to its client list.
This article was first published on campaignlive.co.uk
- Account Manager RSPB £22,000 to £26,000 per annum, Based at RSPB UK Headquarters, Sandy
- Senior Account Director - Integrated David Thatcher Recruitment to £70k, London (Central), London (Greater)
- Digital Account Manager / Senior Account Manager - Boutique Digital Agency Fill Recruitment to £35k + great benefits, London (Central), London (Greater)
- Marketing Communications Manager Stopgap £30000 - £40000 per annum, South East England
- Senior Marketing Officer Stopgap £34600 - £40834 per annum, London
- Google's European leader says viewing habits are 'changing dramatically'
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Land Rover to move global ad account into Spark44
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne
- Adam & Eve/DDB grabs £100,000 prize from Posterscope