BRAINTREE, MA: The Horn Group’s partnership with European firm Herald Communications, made formal a month ago, has already paid off in terms of new business.
BRAINTREE, MA: The Horn Group’s partnership with European firm
Herald Communications, made formal a month ago, has already paid off in
terms of new business.
The agencies last week announced the signing of their second joint
client, Origin. The hi-tech company joins WorldRes, a hotel marketing
and reservation system, as a global account, and the agencies are in
talks with four other potential hi-tech clients.
The partnership, however, has necessitated more attention to internal
issues, such as program management, communications processes and
translation. ’It sounded very romantic to open an office in the UK,’
said Shannon Hall, principal and MD of Horn’s San Francisco office. ’But
because each country in Europe has a different language, economy and
technology-adoption rates, it’s critical to respond to each one
individually, and Herald was already established.’
Both agencies expect to bring in dollars 50,000 to dollars 150,000 in
additional revenue by the end of this year as a result of the
partnership, but each said the goal is increased client service rather
than increased revenue.
’We’ve seen a lot of PR firms build what they claim are international PR
firms, but it’s basically just a link on a web site and they don’t even
share clients,’ said Hall.
Employees from both shops will participate in exchange programs twice a