NEW YORK: DeVries Global has launched an affiliate partnership with Spanish agency Lina Ortas Comunicación, helping the firm expand its presence in Europe and its client service offerings.
The partnership is not an acquisition, said Ivette Sanz Osso, EVP of global practices at DeVries Global. Lina Ortas will remain CEO of the eponymous firm, which will also retain all of its clients.
Lina Ortas’ accounts include Schweppes, Kellogg’s, and Sunny Delight, as well as regional brands Damel and La Casera.
"It felt like a very organic opportunity, where it became a nice fit from the moment we met and the moment we continued to talk," said Sanz Osso. "Neither party was interested in selling or buying, which was great."
The partnership discussion began a year ago when Sanz Osso visited Lina Ortas’ office in Madrid, Spain. She said Lina Ortas and DeVries fit well culturally and have the same focus areas of consumer lifestyle, beauty, and food and beverage.
In addition to the firm’s culture, Sanz Osso said she found Lina Ortas’ creativity and social media impressive.
Through the affiliation, Lina Ortas can leverage DeVries’ network in the US, UK, and Asia, and DeVries can continue to expand its footprint in Europe. The IPG agency currently has offices in London, Beijing, Guangzhou, Shanghai, Singapore, and Taipei.
At the moment, DeVries has no plans to send staffers to Lina Ortas’ office in Spain, but Sanz Osso said the agency will likely provide "talent exchange opportunities" for employees in 2015. She added that a staffer from the New York office transitioned to London earlier this year.
DeVries’ client roster includes Procter & Gamble, Zippo, Celebrity Cruises, KOLON Sport, Accolade Wines, and The Boston Beer Company (Sam Adams).