Fleishman-Hillard will be able to tap in to targeting and research
expertise via a new alliance with the media consultancy 20/20 Media.
The company, a joint venture between media buyer CIA Group and
advertising firm Bozell Worldwide, has already advised F-H on three
pitches. F-H will now pay the company on a retainer basis to provide it
with creative input, research services and media targeting for both new
business and existing clients.
Mark Patterson, 20/20 Media’s managing director, said the arrangement
will not only supply income but allow his staff to ’think outside the
standard media box and consider PR as a communication tool’.
Patterson believes the arrangement will improve understanding between
the two disciplines. ’We are being asked more and more to work with PR
agencies and co-ordinate coverage,’ he said.
20/20 Media is planning to set up another media agency focusing on
technology based clients, which F-H will launch.
F-H managing director Barry Leggetter said the deal will provide his
agency with an ’objective, researched based angle’ to its strategic