NEW YORK: Brand consultancy Future Brand has joined forces with Weber Shandwick in a partnership that is designed to allow the two firms to offer clients joint product offerings that will integrate PR and brand-management services.
Interpublic Group, the parent company of both firms, was behind the partnership.
"Future Brand has been a leader in brand management," said WS CEO Harris Diamond. "We look forward to the way this partnership will be able to expand our client offerings. We have worked closely with Future Brand on several projects in the past, and this new arrangement will allow us to push that relationship even further."
Future Brand, which Diamond described as the "flagship" brand-management firm within IPG, will now report directly to WS. Future Brand CEO John Elkins will become part of WS' management team, and he will report to Diamond.
Future Brand has over 150 staffers worldwide. The firm's North American clients have included DreamWorks SKG, DuPont, and Bank of America.
Future Brand's specialty areas include brand management, measuring brand valuation, and corporate branding.