DraftWorldwide Adds Fuel to Drive Acquisitions

Share this article:
DraftWorldwide has purchased a Canadian shop to strengthen its international reach as well as offer U.S. clients similar services in its neighboring market.


The acquisition of Fuel Advertising Inc., Toronto, will bolster Draft's operations in that city as well as support Draft Montreal in its effort to climb the ranks of Canada's leading direct marketing agencies. It is Draft's third agency buy in Canada in less than two years. Terms of the deal were not disclosed.


"With this combination, any time a U.S. client is looking for expertise in direct marketing, promotional marketing or digital, we have the ability between Fuel and the Draft operations in Toronto and Montreal to offer them these services in English and French," said Perry Miele, president of DraftWorldwide International Group.


The Fuel name will be dropped in the next six to 10 months, Miele said.


Draft, Chicago, counts Kellogg Co. and American Express Co. as clients of both its U.S. and Canadian offices. Draft last year recorded billings of $2.7 billion.


Fuel, an agency with estimated revenues of $11 million last year, claims clients such as Hudson's Bay Co., Home Outfitters, Ontario Place, Canada Post Corp. and the Ontario Ministry of Tourism.


"The Draft offices here have a lot of strength in financial services and packaged goods, and Fuel was very strong in retail, and that was an opportunity to get into that category," Miele said from Toronto.
Share this article:
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.

News Byte: SapientNitro Acquires Campfire; Will Go to Bat for Red Sox

News Byte: SapientNitro Acquires Campfire; Will Go to ...

The Sapient unit aims to up its storytelling acumen by teaming up with Campfire, something that will aid a new partnership with the Boston Red Sox.