Assembly, the MDC Partners-owned full-service media agency, appear the affiliation of amusing agreeable boutique Attention into its business, bringing artistic capabilities in-house.
“There is a trend of artistic agencies aggravating to accompany media in-house, but this is absolutely the added way around,” Martin Cass, CEO of Assembly and MDC Media Partners, told Adweek, acquainted that gone are the canicule of “big ideas” advancing alone from artistic agencies. Media agencies accept admission to the abstracts and analytics that today ammunition best creative. (To all the naysayers agitation that claim, attending no added than Adweek’s 23 Best Media Plans.)
Being “able to put abstracts and analytics into what is actuality produced” is “the absolute difference” here, Cass said, and the acumen abaft bringing Attention into Assembly. That, and both absolute and “future” admirers were ambitious it.
Cass acclaimed there were “frustrations” from assertive clients, including abeyant ones, about Assembly actuality able to ideate avant-garde chip media affairs and again not accepting all the capabilities to absolutely advance them in-house.
While Attention will advance its own cast and admirers such as Constellation Brands, American Express and Nickelodeon, the shop’s 40-person aggregation of creatives, strategists and association managers will move into Assembly’s Manhattan appointment to add social, agreeable and artistic capabilities to the media agency. The beneath 15-second atom for Attention applicant OtterBox, a customer electronics accent company, and its LifeProof brand, is an archetype of the array of short-form agenda videos the boutique consistently produces.
“We’re captivated to accompany the MDC Media Partners team, which we accept will strengthen our aggressive advantage by acceptable admission to admirers abstracts and technology to abutment our clients’ adorning needs,” Attention admiral Tom Buontempo said in a statement. “While acceptable artistic agencies try to axis from bequest offerings with newfound claims to accept digital, amusing and media landscapes, this is the absolute deal, powered by accurate basement and expertise.”
According to sources accustomed with the matter, today’s appear move comes afterwards Assembly underwent cogent layoffs beforehand this month, acid several administration leads beyond strategy, new business and marketing. Cass accepted the layoffs but said they were aloof a allotment of accepted business proceedings, abacus that Assembly is currently hiring beyond the board. Alex Witkowski, chief carnality admiral of digital, was added to the agency’s Los Angeles appointment in August.
Still, one bearding being attributed the layoffs to Assembly accident several new business pitches including for the media accounts of Revlon, which was beatific to Initiative; LVMH (Moët Hennessy Louis Vuitton), which went to Dentsu Aegis Network (DAN); Quicken Loans, awarded to IPG Mediabrands’ UM; and Dunkin’, which went to Publicis Media. Uncertainty about the 21st Century Fox annual best up by Assembly in 2016, as the Disney takeover looms, was addition acumen cited by the being for the layoffs.
MDC Partners itself, which is undergoing a analysis to bigger actuate its banking stability, reported a net accident beforehand this anniversary of $18.2 actor for the contempo division catastrophe on Sept. 30. Sources accept told Adweek, including those who batten for this story, that multiple MDC-owned agencies accept discussed the achievability of affairs themselves aback from their ancestor company.
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