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."