NEW YORK -- D'Arcy Masius Benton & Bowles' U.S. parent, the MacManus Group, has confirmed it will create a second network across the globe under the old NW Ayer name, with the first non- U.S.offices opening this year.
The confirmation comes despite the failure of a team working as NW Ayer Frankfurt to secure the Germany-based General Motors' North American Vehicles business this week. That team was set up within DMB&B Frankfurt specifically to work on the pitch - to avoid conflict with the Fiat account which DMB&B handles in Europe - and would have been spun off as a separate agency if successful.
But Bill Haney, executive VP of the New York- based MacManus Group, now says the NW Ayer name will expand outside of the U.S. this year anyway. "We'll develop Ayer as a global network but it will be client driven," he says. "We won't put a flag in an area and wait for business to show up."
Haney claims there are currently "opportunities (to move abroad) that we are developing with our existing client base and with some new clients we'll be bringing in.
"Ayer is having a renaissance and there's a lot of energy, enthusiasm and excitement," he adds. "We expect 1997 will be a year in which we will see significant gains and developments for Ayer - not just in the U.S., but also in other areas."
Haney refuses to commit to any timescale or to priority regions for expansion. "But," he says, "once we do get established, I feel we will be able to expand quickly from that base."Local German agency scoops Gm's U.S. cars in Europe
Copyright January 1997, Crain Communications Inc.