Partners Andrews Aldridge is launching a major international expansion drive for its brand of direct, digital and data marketing by opening a US office slap bang in the middle of New York’s advertising heartland.
Partners is the first UK-based agency in the Engine Group to open an office abroad since the business was purchased by US venture capitalist group Lake Capital last year in a £100m deal.
It is also the first time that Partners has launched an office outside of London, let alone the UK, in its 17 year history.
While Maddison Avenue was once considered the hub of the New York ad scene, much like Soho in London, most agencies have been forced out of the district through high rents.
Partners New York will be based in Engine’s office on Park Avenue South – home to a raft of major marketing businesses – and opens today (September 24). It will be headed up by former Ogilvy and Arc Worldwide chief George Pace.
Pace was most recently the SVP and client partnership director of Ansira, a St Louis-based direct marketing agency. He will report to Rick Eiserman, the US chief executive of Engine, but will also work closely with Partners UK chief executive Martin Nieri, who will be responsible for further global expansion of the brand. UK chairman and co-founder Steve Aldridge will also play a key role in the international business.
Pace said: “I look forward to drawing upon Partners’ rich success and heritage to build out a new type of agency in New York where data and creative co-exist. As our management team forms we all have one shared vision that today’s market place is changing and we will be using technology and data to power more impactful and precise creative engagements on behalf of our clients.”
Nieri added: “This is a hugely exciting time for Partners. We’re an agency that puts the customer at the heart of everything, and never before has that been more important and relevant to clients. There’s a huge opportunity to bring our mix of creativity, digital and data expertise and customer-centric thinking to the US, and now feels like exactly the right time to do so.”
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