DraftWorldwide Enters Netherlands, Wins Kellogg's

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DraftWorldwide, Chicago, a unit of the Interpublic Group of Companies, New York, expanded its operating base to the Netherlands this week with the announced acquisition of growing integrated marketing communications company, Borremans & Ruseler Thematicsche Aktiemarketing b.v., Amsterdam, Netherlands.


DraftWorldwide president/COO Jordan Rednor characterized the Netherlands region as a strategically important new market for the agency, noting that Draft's "presence through B&R opens the door to multinational efforts in cooperation with other DraftWorldwide offices located throughout Europe. We share the same approach to strategic planning and agency culture and are excited about the opportunity to add [them] to the DraftWorldwide Network."


Borremans & Ruseler co-founder Charles Borremans said the union with DraftWorldwide would strengthen his agency's competitive advantage in significantly key areas. He said clients "will benefit immediately from DraftWorldwide's advanced direct response technologies, field marketing capabilities and sales promotion expertise."


All managing partners will remain with the company under its new name, Borremans & Ruseler DraftWorldwide, which takes effect immediately.


The buy gives DraftWorldwide a presence in 24 countries. The agency won additional accounts this week under its DraftWorldwide Canada division - formerly the Gingko Group, Toronto - including Kellogg's and International Home Foods Inc., both in Toronto.


DraftWorldwide's total agency billings are now estimated at $2 billion.

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