True North Merges Modem Media, Poppe Tyson

True North Communications last week merged two of its interactive agencies, Modem Media and Poppe Tyson, to form Modem Media.Poppe Tyson.

The new agency will be True North's primary digital marketing communications holding and will be headquartered in Westport, CT, where Modem Media is based.

G.M. O'Connell, Modem Media's co-founder and chairman, will serve as chairman and CEO of Modem Media.Poppe Tyson, and Kevin C. Clark, Poppe Tyson's chairman and CEO, will assume the role of vice chairman. Modem Media president Bob Allen will serve as president of the merged agency.

True North previously had a majority stake in Modem Media and had acquired Poppe Tyson through the acquisition of its parent company Bozell, Jacobs, Kenyon & Eckhardt in December. True North will own 70 percent of the new agency.

Modem Media employs more than 200 people through its offices in Westport, Chicago, New York, San Francisco, London and Hong Kong. Its clients include 3Com, AT&T, Delta Air Lines, Intel, JCPenney and Unilever. Poppe Tyson has 175 full time employees in its main office in New York and its offices in Silicon Valley; London; Hong Kong; Sydney, Australia; and São Paulo, Brazil. Clients include Harper Collins, Hasbro-Interactive, ING Barings, Johnson & Johnson, Kodak and Sony.

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