2 New England Agencies Merge, Expand Services

Share this content:
New England agencies Cronin and Co. Inc. and Wallwork & Curry have merged, yet another sign that independent shops are finding it increasingly difficult to operate on a solo basis and without scale.

The agency will operate under the Cronin and Co. name in the agency's Glastonbury, CT, office and as Cronin/Wallwork Curry in Boston, Wallwork & Curry's base. Cronin and Co. is the lead agency in the merger.

"Agencies need to be bigger and they need to broaden their disciplines, so when we go to our clients, we can say we can help you with more services," said Bill Cronin, president of Cronin and Co.

Terms were not disclosed.

A key benefit of this merger is the agency's increased emphasis on direct marketing to serve clients or prospects out of the Boston office.

"What we would like to add is build on what we already have," Cronin said. "We would like to step up our efforts on direct, public relations and digital [marketing]."

Combined, the agency's billings are $70 million -- $50 million from Cronin and Co. and $20 million from Wallwork & Curry. Direct marketing accounts for a sizable chunk of the billings after print and broadcast media.

The agency will have 68 employees in Boston and Glastonbury, which is outside Hartford.

Founded in 1947, Cronin has clients such as the Connecticut Lottery, Northeast Utilities, Vytra Health Plans, TriZetto and the Connecticut and Western Massachusetts McDonald's Owner/Operators Association.

Clients brought by Wallwork & Curry include Steinway & Co., Ecora Software, Salesnet, Century Bank, Domain Home Furnishings and Sun Life of Canada.

"We've been fortunate to be here for eight years and have a lot of clients, but we have a lot of aspirations to be bigger, not just here but also in the country," Jack Wallwork, managing director/executive creative director at Cronin/Wallwork Curry, said of his decision to merge Wallwork & Curry.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above