Cone, a firm known for its work in cause branding and building brand trust, and international firm Fleishman-Hillard have announced a strategic alliance that will give existing and potential clients access to both agencies. Both firms are part of Omnicom Group.
The press release announcing the alliance states that Cone will have access to Fleishman-Hillard’s 80 offices in 25 countries; Fleishman-Hillard will have access to Cone’s cause branding and corporate responsibility services.
“As we get more opportunities to develop more global programs, it became apparent that we need market expertise to make sure [the programs] are culturally and brand appropriate,” Cone CEO Jens Bang told PRNewser.
Bang said the two firms will work together on an “opportunity-by-opportunity” basis, with one firm tapping the other where the best interests of the clients call for it. And clients won’t incur any additional cost for this access.
“Strictly from the client perspective, it won’t cause any increase in cost,” Bang said. “Because of the knowledge we would bring, there would actually be a cost-effectiveness. Instead of spending months, the expertise and depth of knowledge will allow us to bring client solutions to the table quicker.”
According to Bang, there have been conversations between the firms for six months. The speed and complexity of the marketplace makes the alliance an important strategic move for Cone from a growth perspective as well, he added.
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