Albion founder Jason Goodman will continue in his role as CEO of
the 100-person shop, and will take on duties to grow the business
across Europe, the MIddle East and Asia. Mr. Goodman noted that the
acquisition allows both agencies to complement one another in the
U.K. Albion, he said, specializes in more "fast-growth early-stage
businesses," given its incubation and acceleration capability with
start-ups -- which is not KBS's central focus. He noted that KBS
has a more traditional offering that allows Albion to go to market
as an more integrated agency than it has been. "It's a very
strategic fit," he said.
Mr. Goodman will report to Lori Senecal, who just last week
named president-CEO of the MDC Partner Network, a move up from CEO
of KBS. "It's really time to build out our global capacity," she
said, noting that with global accounts like TE Connectivity and BMW
the agency's need to be more global keeps growing.
"We share similar cultures and we approach business similarly,"
Ms. Senecal said. "Albion is a fast-growing company that shares our
passion for entrepreneurship and invention -- two core aspects to
KBS has multiple units under its umbrella, including one for
technology (Spies & Assassins), start-up investment (KBS
Ventures) and content creation (KBS Content Labs). KBS will bring
those specialized units to London, where they will be overseen by
Mr. Goodman in an effort to build out Albion's investments in
European startups. KBS and Albion will go to market as KBS Albion,
which will include KBS' Spies & Assassins, Content Labs and
Ventures. Albion will be able to expand its client relationships
into the U.S. though KBS' New York office.
KBS isn't the only MDC agency looking to expand outside North
America. Earlier this summer, CP&B acquired London-based the House
Worldwide, a venture that promises to connect marketers with a
global network of partners founded by former Publicis chief operating officer Richard
Pinder. Though CP&B already had a London office, the House
staff moved into CP&B's office, and Mr. Pinder will work to
grow that office's business.