“It’s a profit-sharing merger between two like-minded companies. The deal has been signed and sealed,” said V Sunil, creative director, A Partnership.
Signs merger pact with Delhi-based A Partnership
MUMBAI: US-based advertising agency Wieden + Kennedy, which created the slogan ‘Just Do It’ in the late 1980s and changed the fortunes of its chief client Nike, has entered into an agreement with New Delhi-based creative hot shop A Partnership, the makers of the ‘Incredible India’ campaign, to set up its India subsidiary.
“It’s a profit-sharing merger between two like-minded companies. The deal has been signed and sealed,” said V Sunil, creative director, A Partnership.
The financial details of the transaction were not disclosed.
The two partners of A Partnership- Sunil and Mohit Dhar Jayal — will be made global partners of Wieden + Kennedy as per the agreement signed recently between the two, he told DNA Money.
Sunil and Jayal will also head the domestic unit — Wieden + Kennedy India — as creative director and managing director, respectively. Nokia’s India account, which is now being handled by Bates, will shift to Wieden + Kennedy India, Sunil said.
Wieden + Kennedy’s entry into the country is also likely to trigger a shift in the creative accounts of companies like Nike, Procter & Gamble, Coca-Cola Company, Honda and Starbucks, etc, whose global accounts are with the Portland-based independent advertising company, sources said.
The India subsidiary will be Wieden + Kennedy’s fourth in Asia (besides Tokyo, Beijing and Shanghai) and the seventh in the world.
The existing clients of A Partnership, which include the ministry of tourism and Indigo airlines, will be retained by Wieden + Kennedy India, sources said.
“It is always our goal when opening a new office to find talent in the local market that would embody the culture of Wieden + Kennedy,” said Dan Wieden, founder and global executive creative officer for Wieden + Kennedy.
“From the first time I chatted with both Sunil and Mohit, the synergies were obvious. Their success in India is unprecedented, and coupling that with our commitment to developing groundbreaking creative for our clients is what makes this union so exciting,” he said.
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