IPG merges APL with Draft direct marketing shop

The Interpublic Group is beefing up the integrated offering of Ammirati Puris Lintas in the UK by merging it with the direct marketing agency, DraftWorldwide.

The Interpublic Group is beefing up the integrated offering of

Ammirati Puris Lintas in the UK by merging it with the direct marketing

agency, DraftWorldwide.



No redundancies are planned as a result of the merger. Existing APL

below-the-line staff, including Paul Snuddon, the head of integration,

will be re-employed by Draft. The newly formed direct group will be

headed by Chris Lovell, the Draft UK group managing director.



The outfit will be headquartered in APL’s Soho Square office in London,

although the bulk of Draft’s 80 staff will remain at its Oxford

site.



William Eccleshare, APL’s chairman, said: ’This step takes our

below-the-line capabilities to the next level, while strengthening our

integrated approach to marketing communications. It’s a move designed to

provide an upgraded service for our clients by improving our

below-the-line capability.’



APL lost the direct marketing account for Rover’s Mini to the

below-the-line specialist, Craik Jones, last month (Campaign, 12

February).



Draft, the second-largest direct marketing and sales promotion agency in

the world, also specialises in micro-marketing. Its client-list includes

Axa, the Rover Group, the BBC, Rothmans and Mirror Group Newspapers.



Lovell said: ’This alignment accelerates our development of a

world-class operation in the UK. We’re delighted to bring Draft’s

resources to APL clients.’



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