Diana Marszalek 16 Nov 2021 // 8:14AM GMT
BOSTON — Racepoint Global has created a transatlantic alliance with Instinctif Partners, shuttering its London office in the process.
“Effective earlier this month, RPG and Instinctif Partners entered into a strategic partnership agreement to serve and support our mutual clients, to create new opportunities for our people, and to support long-term growth,” said RPG president Bob Osmond.
“Both agencies use deep insight and creative storytelling to deliver impact for our clients. Through this agreement, the agencies will provide support to each other’s clients and prospects, delivering a seamless experience and access to market-specific expertise at scale,” he said.
At the time it closed, RPG London had just one employee, who is now part of the Instinctif team. The office once employed 18 people.
Osmond said the Instinctif partnership will expand RPG’s ability to meet clients’ needs in Europe.
“This move is important for our talent and our clients. It’s the right go-forward play for our US clients seeking a seamless EMEA solution and for Instinctif’s clients seeking US support,” he said.
Closing the London office caps a process that has been under way at least since early 2019, when RPG started shedding staff there after losing its place on Huawei’s global consumer PR roster.
Later that year, Racepoint shuttered its Asia operation, citing growing challenges from political tensions and shrinking marketing budgets. The move involved closing offices in Beijing, Shanghai and Hong Kong.
Racepoint hired Osmond as president in 2020, roughly two years after Peter Prodromou, who was president and CEO, departed the agency in July 2018. At that time, Larry Weber, who founded the PR and marketing firm in 2004, returned to the CEO role, which he had relinquished when he promoted then-president Prodromou to CEO in early 2017.
During that time, Racepoint underwent a series of executive changes including the departures last year of longtime leaders chief strategist RJ Bardsley, who left for an in-house role, and North America managing director Dan Carter, who is now Real Chemistry’s East Coast practice lead.