U.S. AGENCY NETWORK GOES INT'L

By Published on .

The Leading Independent Agency Network, consisting of 10 regional U.S. shops, is going global with international affiliates that will buy media and assist one another in outside markets.

London-based Group '92, a network of six small European agencies; Ian Roberts, Toronto; and Harry Moller, a Mexican agency, have joined the organization headed by Executive Director William M. Claggett, a former

VP-director of marketing and advertising services for Ralston Purina Co.

Under the LIAN concept, the U.S. is divided into major regions with each agency responsible for feeding to the network local market information and providing local media buys, advertising or promotion services.

Mr. Claggett formed the group shortly after he left Ralston in 1986.

"The purpose of adding strong agencies in Canada and Mexico was to serve LIAN's client expansion needs and to provide Canadian and Mexican advertisers" access to U.S. markets, said Leah Mitchell, president of LIAN and senior VP-media director at Asher/Gould, Los Angeles.

LIAN's other ad agency affiliates in the U.S. are Earle Palmer Brown, Bethesda, Md.; Livingston & Co., Seattle; Ally & Gargano, New York; Carmichael Lynch, Minneapolis; Northlich, Stolley, LaWarre, Cincinnati; Richards Group, Dallas, Tucker Wayne/Luckie & Co., Atlanta; Wyse Advertising, Cleveland; and Bayer Bess Vanderwarker, Chicago.

In this article:
Most Popular