NEW YORK: MWW Group and Deutsch have formed a joint venture called MWWGroup@Deutsch.
Under the agreement, MWW will absorb Deutsch's PR group, which currently has four staffers and two existing clients, and Deutsch will become MWW's preferred partner for advertising, interactive, media services, and marketing work. The venture will launch in Deutsch's New York office. Both firms are owned by Interpublic Group.
"We've been talking about this for over a year," says Michael Kempner, MWW Group CEO. "It seemed to be a good personality fit and philosophical fit."
He noted that the venture will allow Deutsch to offer a more robust PR offering, as well as allow MWW Group to expand on its existing crative capability.
"This relationship with Deutsch will [allow us] to offer an enhanced group of services for clients that need more robust marketing solutions," Kempner said.
He added that the firm would likely expand to other Deutsch offices. MWWGroup@Deutsch, a fully integrated division of MWW Group, also could eventually be made by MWW into an independent conflict brand, but no decisions have been made on that front.
Kempner said the agency would eventually add staff.