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Hacker Group, a digital and direct-marketing agency that reports into Interpublic's FCB network, is merging its operations with a few DraftFCB offices overseas, mainly DraftFCB Munich, and rebranding as the HackerAgency.
The move gives Hacker, located in Seattle, a broader reach, as DraftFCB's Munich, Shanghai and Prague offices will now carry the Hacker moniker. DraftFCB earlier this year changed its name to FCB, but not all international offices had made the change yet, including DraftFCB Munich, which has been run by Stephan Horvath. The agency will continue to report to FCB CEO Carter Murray.
The new agency will be run by Hacker Group's president-CEO Spyro Kourtis, who will now be president. Mr. Horvath will be HackerAgency's global chief marketing officer. Mr. Kourtis said that while there is potential to expand and open more offices in the future, there are no short-term plans to do so.
Hacker Group's roots are in data-driven customer acquisition, while DraftFCB Munich has a specialization in customer relationship marketing. Mr. Kourtis said that the combined agency's new tagline, "Leads to Loyalty," was derived from the merging of the agency's individual strengths: Hacker's ability to generate leads, and DraftFCB's specialty in loyalty.
Mr. Kourtis said the agencies didn't have had any conflicting accounts, as Hacker's clients have been in health insurance, telecommunications and the hotel industry. DraftFCB Munich's clients have primarily been in automotive.
"We've begun sharing ideas and clients, and we're already pitching global business together," Mr. Horvath said in a statement.