Project Worldwide Expands With Launch of Shopper Marketing Agency

Former Saatchi & Saatchi X CEO Charlie Anderson to Start 'Shoptology'

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The Project Worldwide network of agencies -- which bills itself a new-school ad holding firm-- is continuing to expand rapidly. The latest addition to the Project family is a new shopper marketing firm dubbed Shoptology.

Charlie Anderson
Charlie Anderson

It's being helmed by Charlie Anderson, former North American CEO of Saatchi & Saatchi X, who in his prior position worked with Procter & Gamble, Walmart, Wendy's, Diageo, Elizabeth Arden and PepsiCo.

That last client is going to follow Mr. Anderson to the Dallas-based agency as Shoptology's inaugural client. Shoptology will be doing work for the Pepsi Lipton Partnership.

Since starting on its growth streak a couple of years ago, Project Worldwide has been marketing itself as different from other ad groups in two ways: that it encourages engagement between its agencies and sharing of clients, and two, that it wants to expand its footprint and service offerings both via launching new agencies and via acquisition.

San Francsico-based Argonaut is an example of one of the agencies launched under the Project umbrella, while acquisitions have included creative agency Partners + Napier, digital and experiential shop Motive and social agency Affinitive.

"Where we find talent like Charlie Anderson we will continue to build complementary offerings to the Project network like Shoptology," said Project Worldwide CEO Bob Vallee in an email. "At the same time we continue to pursue net new agency acquisitions that plug and play in a collaborative manner, with an emphasis on Asia, South America and emerging new markets."

"Shoptology presents an exciting, global opportunity to create the future of shopper marketing practices," said Mr. Anderson in a statement. "Together we will deliver fresh insights and ideas to engage consumers in a way that is invited, drives action and builds customer loyalty."

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