- Ogilvy & Mather North America is to create a secondary agency network that consists of alliances with some of the US's most respected independent creative agencies.
This new arrangement represents a major change in the advertising industry and is designed to show clients that O&M is open to exploring new ways of working.
The network, dubbed 'The Syndicate', will initially include such award-winning agencies as Core of St. Louis, Grant, Scott & Hurley of San Francisco, Hunt Adkins of Minneapolis, PYRO of Dallas, Vitrorobertson of San Diego, Wongdoody of Seattle and Work of Richmond, VA.
In forming the Syndicate, O&M plans to partner these agencies to develop work on behalf of existing clients and/or prospective clients. Agencies joining the Syndicate will have access to the worldwide, interdisciplinary capabilities of the O&M network.
Rick Boyko, president and chief creative officer of O&M, said: "Big agencies have tapped into the creative resources of smaller agencies for a long time, mostly on a freelance basis. But until now, there was never any relationship-building structure that provided long-term benefits to both the small and larger agency -- and the clients."
He added: "The Syndicate allows Ogilvy to cultivate lasting working relationships with its partner agencies that will give us a stable talent base to draw upon on an as needed basis, while also providing these growing companies with the worldwide resources of O &M on behalf of their clients."
O&M has already successfully collaborated with Core, Hunt Adkins, and Work on existing client projects.
Each agency within the Syndicate has formed individual agreements with Ogilvy that outline the work they will undertake and compensation arrangements. All the agencies in the Syndicate plan to remain independent.