NEW YORK: The major marketing-services holding companies are
encouraging their legions of newly acquired PR businesses to work more
with their fellow units.
Thomas Harrison, chairman and CEO of Omnicom's Diversified Agency
Services (DAS), has discussed a new financial incentive plan with
Omnicom CEO and president John Wren, and expects to formalize it
sometime next month. 'It's not focused on the CEOs and the presidents,
it's for the people who have the client relationships,' said
He said the move aimed to encourage synergies, and link units such as ad
agency DDB Worldwide with direct marketing firm Rapp Collins, and PR
firms Porter Novelli and Gavin Anderson. The idea is that people would
be rewarded for encouraging clients to work with other units of the
Havas Advertising's Diversified Agencies Group (DAG) is also sounding
out its companies about the issue. It recently held its first
cross-selling meeting involving Abernathy MacGregor Group and Magnet
Communications to discuss financial incentives.
However Magnet Communications CEO Darryl Salerno said business worked
better without these incentives. 'We don't need them or want them. We
want to do what is right for the client.'