LOS ANGELES: Weber Shandwick is launching a boutique multicultural firm in LA that will take an integrated marketing approach to reaching niche audiences.
Dubbed Axis, the firm opened on the first of the year. It's headed by WS EVP Armando Azarloza, who will report to WS regional president Ken Luce.
In addition to PR, it will offer advertising, promotions, and branded entertainment services.
"It will be the only multicultural agency within IPG that does everything," said Azarloza.
Azarloza said Axis would function as a standalone entity. It will not share P&L with WS, and neither firm's employees would work on accounts for the other.
Currently, its client roster includes Nintendo, the US Federal Reserve, an unnamed alcohol and beverage client, American Airlines, Allstate Insurance, and the LA Police Department.