GroupM takes over 49% stake of Haworth

MUMBAI: Haworth, an independent and employee-owned marketing and media agency based in Minneapolis, has announced a strategic partnership with GroupM, the media investment management division of WPP.

Haworth will continue to offer personal, high-touch, creative-driven media – now backed by the industry leader in tools and data, thus linking the art of consumer connections with the most advanced marketplace analytics.

“We believe this is a completely new, one-of-a-kind partnership that will bring tremendous value to our clients and our team,” said Haworth CEO Gary Tobey. “Our differences and assets will complement each other while Haworth’s culture and what we’ve built remains intact.”

Haworth and its clients will benefit from full access to GroupM’s resources in digital, analytics, trading and proprietary technology and tool development.  GroupM will also provide a global expansion platform for Haworth and its clients.  The media agency will take a 49 per cent stake in Haworth.

“We’ve admired what Gary and his team has done for many years,” said GroupM global chairman Irwin Gotlieb.  “We believe we can add to the compelling Haworth proposition through GroupM’s tools, technology, insights and trading scale.  And in turn, GroupM’s agencies and clients can benefit from Haworth’s proven expertise in integrating brands into popular culture and content.” 

Haworth clients are happy about the new partnership with GroupM. DreamWorks Jeffrey Katzenberg said, “We’ve enjoyed a remarkable partnership with Gary Tobey and his team at Haworth over the years.  Their creativity and commitment to innovation has earned them great respect within the entertainment community – and this newest innovation has great potential.” 

Omar Johnson, CMO at Beats Electronics CMO Omar Johnson added, “Our marketing strategy at Beats requires us to break the rules and challenge convention, which is why Haworth’s culture meshes so well with ours.  Their new model for media takes it to the next level as we continue to grow our global footprint.”

Founded in 1970, Haworth provides strategic marketing and media solutions to blue-chip clients and iconic brands, including Target, Ben & Jerry’s, Beats by Dre, Honeywell, DreamWorks, The Oscars and Berkshire Hathaway Travel Protection.  Haworth has reported media billings of $700 million.

Latest Reads
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands forays into furniture

MUMBAI: In a move to further expand its product categories,, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories