Law turns S&J into Boymeetsgirl

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[London] Maverick London adman Andy Law, 47, is joining forces with Interpublic Group of Cos. to relaunch German agency Springer & Jacoby's struggling London office as Boymeetsgirl, a model for a new style of network. This is Mr. Law's third startup. In March he quit as founder-chairman of creative collective St. Luke's after arguments over the agency's international growth plans. The name Boymeetsgirl, he said, "is about the new rules of attraction and relationship management. It is also about the importance of time and venue." Hamburg-based Springer & Jacoby, 35.5% owned by Interpublic, opened in London in 2000 in an unsuccessful attempt to win pan-European work from German clients like Mercedes-Benz. The London office, initially staffed by a management team from Germany, has also failed to have an impact on the London creative scene. It shares an office with The Reef, an Interpublic below-the-line agency that becomes part of Boymeetsgirl. The two agencies' income totals $15 million. Paul Slaymaker, 50, who runs both agencies, will manage Boymeetsgirl's relationship with Interpublic, which will hold a majority stake, and international growth and development. The goal is to establish Boymeetsgirl in London, then seek opportunities to develop a network. It is undecided whether new Boymeetsgirl offices will open in conjunction with Springer & Jacoby, which also has offices in Paris, Madrid and Milan, with other Interpublic agencies, or independently.
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