Springer & Jacoby's goal is for True North to finance the establishment of a Europe-wide Springer & Jacoby network. "We are talking to several possible partners, including True North, but no decision has been reached yet,'' a Springer & Jacoby spokeswoman said. "Talks are ongoing; we don't know when they will be finalized." In March, Springer & Jacoby confirmed it was in talks with Omnicom Group about Omnicom becoming a minority shareholder in the German agency. At the time, Omnicom--the holding company for DDB Worldwide, BBDO Worldwide and TBWA Worldwide--declined to comment on whether talks were being held. Omnicom-owned agency Merkley Newman Harty, which has offices in New York and Atlanta, handles the Mercedes-Benz account in North America. The main reason Springer & Jacoby has been looking for an international partner is that it hopes, with international help, to grab the European Mercedes-Benz budget.
Springer & Jacoby already is pitching for Daimler-Chrysler's European Smart car account against Leagas Delaney. Incumbent Weber Hodel Schmid, Zurich, is out of the review. Springer & Jacoby is considered to have a good shot at the European Smart budget, having won the Germany account earlier this summer.
Springer & Jacoby ranks No.8 in Germany with billings of $409 million in 1999. The agency set up a small London office in early 1999, which now employs about 30.
Negotiations for an international link for Springer & Jacoby were initiated and are being executed by founder Konstantin Jacoby. He does not want Springer & Jacoby to be part of a network and lose its identity. Instead, he is seeking a partner to finance the shop's European expansion.
Copyright August 2000, Crain Communications Inc.