Impact FCA! has merged with the nine-year-old agency, Kelly Weedon
Shute, to form a new shop with claimed billings of pounds 90
The agency, called FCA!, is the UK through-the-line arm of Impact’s
parent company, Publicis Communication.
The purchase of KWS was instigated when Chris Parry, the chairman of
Impact, contacted his counterpart at KWS, James Kelly. It answers
Impact’s need to bolster its offering and also helps fulfil KWS’s aim of
building its through-the-line credentials using the clout of a
Parry is chairman of the merged shop, which moves to shared offices in
September. It will have eight managing partners: Dick Bloomfield, John
Dawkins, David Legon, Ian Harding and Shaun McIlrath from Impact; Kelly,
David Shute and Geoff Weedon from KWS.
Impact’s creative directors, Harding and McIlrath, will take creative
command of the 11 teams at the new agency, while the KWS creative
director and co-founder, Weedon, will be a creative director.
KWS clients include Fisherman’s Friend, Fidelity Investments and LG
Kelly said: ’One hesitates to describe anything as a perfect match but
this seems pretty close. We both know how to sell and we don’t let
anything get in the way of that.’
Parry - whose clients include AT&T, Hotpoint, Siemens and Bass - said:
’KWS brings the strategic brand understanding we need to broaden our
offering. There are no client conflicts, only shared business.’
The two agencies share Henkel, Schwarzkopf and Rothmans International as
clients. Parry denied that the merger was precipitated by the ban on
tobacco advertising. ’We’d already allowed for the Rothmans spend to
dwindle,’ he said.