Less than three years after launching as a unit of McCann Worldgroup to handle work for key client Microsoft, San Fransisco-based T.A.G. is breaking off from McCann to become a stand-alone shop within Interpublic Group of Cos.
As part of the move, T.A.G. is rebranding itself AgencyTwoFifteen—a nod to the agency's offices at 215 Leidesdorff St. The shop will be run by a trio of partners: Scott Duchon, Mike Harris and John Patroulis.
All were partners at T.A.G., and were also the creative and strategic team behind the global Xbox "Halo 3" "Believe" campaign that swept the 2008 awards shows, including two Grand Prix trophies at the Cannes Lions International Advertising Festival.
Messrs. Duchon, Harris and Patroulis released a statement explaining the move: "With this new venture, we are able to preserve the unique creative culture that has been so important for us and our clients, while gaining a flat, nimble structure that can adjust to client needs."
For AgencyTwoFifteen, the new line of demarcation gives it more operational autonomy, but for McCann, it puts at a distance creative resources at a time when it needs it most.
Read the full story on AgencyTwoFifteen on Adage.com.