Barraclough Hall Woolston Gray is reinventing itself as it prepares
to become the hub of a global DM brand for the BBDO network.
The changes at the London agency come as BBDO embarks on an acquisition
drive for below-the-line shops to complement BHWG’s London HQ and
fledgling New York office. These new agencies - and existing direct
marketing shops in the group - are likely to carry the BHWG name as
part, or all, of their titles.
Simon Hall, the chief executive of BHWG, said: ’The agency’s new
structure will be the model for a new international network. Existing
agencies within BBDO Direct will be supplemented by strategic
acquisitions in the US and other key markets.’
The London agency, now in its ninth year, will concentrate on
communicating with individual consumers and will divide into brand-
rather than discipline-focused teams. It will create a research model
called ’observation posts’ to help target customers closer to the point
of purchase.
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