Organic Has No Problem Working With Rival Shops

Opens Online Strategy Service to Consult With Marketers Whose Biz Is Elsewhere

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NEW YORK (AdAge.com) -- Omnicom Group's Organic wants to work with clients of WPP, Havas, Publicis and others.
Organic says it has already been approached by some marketers to help with online strategy.
Organic says it has already been approached by some marketers to help with online strategy.

The digital agency is introducing a strategic-consulting service designed to help marketers -- who might already have agency-of-record relationships with other holding-company agencies -- to better execute online ad campaigns.

Not common in industry
The idea of employing Organic to develop a strategy for another agency to follow isn't common in the industry, but Organic CEO Mark Kingdon said marketers are increasingly focused on strategic guidance rather than just ideas for execution.

"This is a capability we've offered our existing accounts for some time. The time is right because we are being asked so often whether or not is possible to provide [strategy] for other clients," Mr. Kingdon said.

Strategic consulting is a natural fit for Mr. Kingdon, who worked as a partner for the consulting division of PricewaterhouseCoopers for 12 years before joining Organic. Mr. Kingdon said it's also a natural fit for his agency, because of Organic's emphasis on metrics and the recognition it has received for its consumer insights.
Organic CEO Mark Kingdon
Organic CEO Mark Kingdon

"We've taken the time to future-cast how key consumers groups are going to change over the next two to three years, and we are able to speak authoritatively about how the consumer is changing," he said.

Mr. Kingdon said Organic has already been approached by some marketers to help with online strategy, though he declined to name them. He said the service has been useful to marketers interested in moving into the social or mobile-media market but unsure of how to do it.

Forrester: Timing is right
Forrester analyst Peter Kim said the marketplace is ripe for Organic's new offering. "It's a smart move by Organic to try to capture business a time when we see consumer behavior shifting to the internet pretty rapidly," he said. "It's clear in Forrester research that traditional agencies are not necessarily getting it when it comes to digital. As marketers [start] putting digital first, they are going to run somewhere for help."

Organic's strategy team will include James Kim, VP-strategy; Tim Armitage, executive director-strategy; Rick Corteville, executive director-media; and Chad Stoller, executive director-emerging platforms.
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