NEW YORK (AdAge.com) -- Eight years after it launched in New York, U.S.-based agency McGarryBowen is beginning a global expansion with the opening of a London office next week.
The decision to open across the pond comes as several of the shop's large international clients -- particularly Kraft, Marriott International, Walt Disney Co. and JPMorgan Chase -- have asked for a footprint in global markets to support their marketing activities, the agency and its Japanese parent, Dentsu, said.
McgarryBowen London brings the agency's office count to three (Chicago was opened in 2007), though the shop already has plans for growth in other markets as part of a larger strategy to establish the global agency model du jour, a targeted micronetwork. "We are also eyeing Asia and South America," McGarryBowen CEO John McGarry told Ad Age.
The move by McGarryBowen, named Ad Age's 2009 U.S. Agency of the Year, also helps Dentsu, as it has been trying for the last year, under regional director Jim Kelly, to expand its European presence through acquisitions and hiring new talent. The new McGarryBowen office will be an operating unit of Dentsu U.K., which oversees Dentsu London and Attik London, as well as offices in Brussels, Dusseldorf and Milan.
To staff up, it's expected McGarryBowen will follow a similar strategy to the one in Chicago, where it hired local talent instead of exporting from headquarters.
The global march continues for several shops across the industry. R/GA, Interpublic Group of Cos.' New York-based digital shop, has been busy opening up offices in places such as Singapore and Sao Paolo, while foreign ad companies like Cheil have been buying their way into the U.S. via mergers and acquisitions.