NEWS: Renamed Carl Byoir moves from corporate work to creative marketing

Hill and Knowlton subsidiary Carl Byoir has been renamed Drum Venture Communications and repositioned as a creative marketing agency three years after the brand was resurrected as a high level strategic consultancy.

Hill and Knowlton subsidiary Carl Byoir has been renamed Drum Venture

Communications and repositioned as a creative marketing agency three

years after the brand was resurrected as a high level strategic

consultancy.



The US-based Byoir, which was established in 1930, was bought by WPP and

rolled into H&K in the early 1980s. The brand was resurrected by Hill

and Knowlton in 1992 to handle client conflicts in both the UK and the

US.



Lisa ter Haar, who has headed the agency’s UK office since the 1992

relaunch, said she was concerned the name ‘was only known by older

marketing people, not the younger tranche of marketing people.’ Ter Haar

said the name was confusing as people thought she was calling from a car

buyer.



Drum has moved away from its corporate consultancy heritage and is now

positioning itself as a creative marketing agency with clients such as

shoe company Florsheim and the Feed the Children charity.



Ter Haar says she will work with Hill & Knowlton and WPP-owned

advertising agency J Walter Thompson, in whose Berkeley Square buildings

it is based, ‘as and when it is appropriate’.



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