LOS ANGELES: Weber Shandwick is launching a boutique multicultural agency that will take an integrated marketing approach to reaching niche audiences.
Dubbed Axis, the LA-based shop opened will open its doors 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, the agency will offer advertising, promotions, and branded entertainment services.
"It will be the only multicultural agency within the IPG family that does everything," said Azarloza.
Azarloza said Axis would function as a stand-alone entity. It will not share P&L with WS and neither agency's employees would work on accounts for the other.
Currently, it boasts a client roster that includes Nintendo, the U.S. Federal Reserve, an unnamed alcohol and beverage client, American Airlines, Allstate Insurance, and the Los Angeles Police Department.