DeVries Global: Agency Business Report 2014

Just 18 months after expanding its footprint into Asia and Europe, DeVries Global has seen significant growth overseas.

Principal: Jim Allman, chairman
Ownership: Interpublic Group (part of Constituency Management Group)
Offices: New York, Beijing, Guangzhou, Shanghai, Singapore, London, and Taipei
Revenue: $10 million to $65 million
Headcount: Global: 201; US: 118

Just 18 months after expanding its footprint into Asia and Europe and changing its name from DeVries PR to DeVries Global, the Interpublic Group agency has seen significant growth overseas.

Chairman Jim Allman says the firm has seen the most growth in Asia, now having more than 70 staffers across its China offices, as well as about 30 in Singapore. DeVries’ newest office in the region in Taipei, Taiwan, which launched last August, has eight staffers.

Expansion into India
The goal for 2014 is to extend the firm’s reach into India and "partake in the huge growth and diversity of that market," explains Allman. While nothing is official in terms of timing for the expansion, DeVries is looking to have two offices in the region. 

"This is not about dots on maps or world domination," says Allman. "It’s a response to client needs and opportunities."

Another important moment for the firm this year will be appointing a new CEO for North America to replace Stephanie Smirnov, who stepped down from her role to join Edelman last summer. Allman has been serving as interim CEO.

"We’re really taking our time because it’s such a fascinating and challenging moment for our industry," he notes. "We just want to get the right person." 

Other departures included Andrew Amendola, director of digital strategy, and SVP Patti Costantino. Among hires in 2013 are Ann Marie Almariei, director of content and strategy; Patrick Brady, senior director of global practices; and Tea Romano, EVP and global digital strategy lead.

New business in the US includes Celebrity Cruises, Jones Group’s Anne Klein and Jones New York brands, Things Remembered, and Zippo. The agency has also seen 35% growth in creative and strategic services in the last 12 months in New York.

In the UK, wins included Accolade Wines, Diageo’s Mahiki Rum, and Grosvenor House, among others. China earned work from Coca-Cola, Ecco Shoes, Kolon Sport, and Plantronics, and Singapore won Swisse. The only loss for the firm was E&J Gallo’s Ecco Domani Wines.

Going forward, Allman says DeVries will focus on new ways to connect with consumers, as well as personal growth for staffers to make sure they continue "feeling fresh and excited."

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