TBWA combines major DM shops

TBWA’s two main UK below-the-line brands, Tequila and Payne Stracey, have merged to create a direct marketing agency with claimed billings of up to pounds 100 million.

TBWA’s two main UK below-the-line brands, Tequila and Payne

Stracey, have merged to create a direct marketing agency with claimed

billings of up to pounds 100 million.



Tequila Payne Stracey in London will form the hub of Tequila’s expanding

global network and provides a focus for TBWA Worldwide’s below-the-line

offer, which has been developing steadily since TBWA acquired Tequila

through this year’s acquisition of its previous parent company,

BDDP-GGT.



The merger throws up two client conflicts in the UK. Tequila will resign

Chrysler-Jeep in favour of Payne Stracey’s long-standing relationship

with Nissan, while Payne Stracey will part company with Eastern

Electricity due to a conflict with Tequila’s East Midlands

Electricity.



Tom Wass, the former chairman and chief executive of Tequila, will be

the joint chairman and chief executive alongside David Payne, the former

chairman of Payne Stracey. Andrew Stracey, Payne Stracey’s

vice-chairman, will be the deputy chairman of the merged agency, and Ben

Stephens, Payne Stracey’s managing director, will take on the same role.

Jane Asscher, Tequila’s former managing director, will be given the

title chief operating officer and will drive international business.



The component agencies’ creative directors, Mike Cavers from Payne

Stracey and Sean Kinmont from Tequila, will become joint creative

directors of the new shop, and Phil Cragg, Payne Stracey’s planning

director, will adopt the same role at the new agency.



’We have only been building the Tequila network for two-and-a-half years

and there is a lot of work still to be done in creating a global

below-the-line brand for TBWA,’ Wass said. ’For the next stage - and we

have very aggressive plans for the next three years - we need a strong

hub in London. We plan for Tequila Payne Stracey in the UK to be a

centre of excellence and to be able to support the global network better

than before.’



The Tequila network is planning to invest in new areas in the near

future, including a stronger data capability, new-media and fast-track

production facilities. Other plans include the setting up of sister

shops in the north of England and in Ireland.



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