Diana Marszalek 09 Dec 2019 // 2:21AM GMT
NEW YORK — The holding company MDC Partners has created a network that aligns six of its specialty agencies, including PR shops KWT Global and HL Group, with one of its largest US advertising firms, Doner.
In creating the network, MDC is enabling affiliated agencies to collectively offer clients a range of services that span creative, digital, influencer, experiential and production, the company said.
The Doner-led network includes influencer-focused Veritas; shopper marketing agency 6Degrees Integrated Communications; brand and ad agency Yamamoto; and media agency Union as well as KWT and HL.
Doner CEO David DeMuth will serve as chair of the network, with Krista Webster, CEO of Veritas, and Kathy McCuskey, CEO of Yamamoto, as vice-chairs. In addition, agency CEOs Troy Yung (6Degrees), Lynn Tesoro (HL Group), Aaron Kwittken (KWT Global), and Sub Nijjar (Union), will continue to lead their individual firms while playing key roles in growing, aligning and modernizing key capabilities across the network.
“Iron sharpens iron. As we enter our tenth year with MDC with a compounded annual growth rate of more than 15% since joining the network, a track record of high operating margins year over year and a strong client roster, we’re excited to partner with other high performing agencies within MDC that share our commitment to operational excellence, non-negotiable values, inclusive culture and love for the tradecraft,” Kwittken said.
“In addition to working more closely together as appropriate to mine new opportunities for growth, we hope to realize efficiencies in managing real estate and our back office across our offices – savings that will be re-invested back into talent and technology,” he said.
The move is the latest step in MCD’s evolution under CEO Mark Penn, the former Burson-Marsteller whose private equity firm Stagwell invested $100m in MCD in March. The transformation is designed to offer wider services to clients, streamline back-office operations within MDC and promote cooperation and collaboration in the delivery of new marketing offerings.
“Today’s clients demand a combination of sophisticated, integrated marketing services in order to get the right message to the right person at the right time,” Penn said. “This network will deliver unparalleled storytelling, brand building and performance to the North American marketplace.”