Claydon Heeley merges with US shop

Omnicom is creating a new direct marketing network through the

merger of the US agency Direct Partners with the UK operation Claydon

Heeley Jones Mason.

The agencies have merged to offer global relationship marketing

solutions to meet client demand. Scheduled for later this month, the

merger will see the UK agency renamed Claydon Heeley Jones Mason Direct

Partners, creating a global agency with more than 400 staff.

Claydon Heeley's management was particularly impressed with Direct

Partner's strength in offering DRTV. It is also hopes that the deal will

result in costs savings through shared resources.

Both are part of Omnicom's Diversified Agency Services group. Some

management changes are expected but details have yet to be ironed


Direct Partners, headed by the managing partner Wes Nichols, is

headquartered in Los Angeles and has offices in San Francisco, New York,

Toronto and Atlanta. Clients include Nissan and TiVo. Claydon Heeley is

based in West London and has clients including Sony PlayStation, British

Airways and Nike.

Jon Claydon, the chairman and founder of Claydon Heeley Jones Mason,

said: "We first caught the attention of clients because they felt that

we gave them sound business advice without a bias toward a particular

medium. This alignment means that we can now manage brand communications

on a global scale."

Nichols said: "Combining Claydon Heeley's strengths in Europe and Asia

with ours in North America means that we will be able to offer stronger

resources to our clients."