THREE INTERPUBLIC AGENCIES FORM STRATEGIC ALLIANCE
By Adnews Staff
Public relations agency BDDS Weber Shandwick, advertising agency Marketel and direct marketing agency FCB Direct, all of Montreal, have jointly launched a new service called Arrimage. According to the companies, this operation is intended to provide a solution to the "silo dilemma," described as a brand management issue that arises when corporate communication responsibilities in large companies are kept separate from each other. Each agency will provide clients with service in their area of specialization. The firms will remain autonomous. There are no plans for a merger. The agencies previously worked together for shared clients such as Air Canada and Desjardins. The name "Arrimage" comes from the French for, "tightly securing one object to another." BBDS, Marketel and FCB Direct are all owned by the Interpublic Group of Companies.