South Korea marketing agency Cheil Worldwide has picked up a majority stake in The Barbarian Group, the acclaimed agency behind Burger King's Subservient Chicken. With the acquisition, Barbarian Group will move its headquarters from Boston to New York
South Korea marketing agency Cheil Worldwide has picked up a majority stake in The Barbarian Group, the acclaimed agency behind Burger King's Subservient Chicken.
With the acquisition, Barbarian Group will move its headquarters from Boston to New York. Its management -- including CEO Benjamin Palmer, COO Rick Webb, and Keith Butters, chief experience officer -- will remain in place. The agency has created work for Kashi and Red Bull, among other clients.
In a blog post today, Webb sought to assure employees and clients the agency was not about to be amalgamated into a faceless parent company.
"This is still The Barbarian Group, we're still called The Barbarian Group, and we are still committed to making things awesome. This is the next evolutionary step in our adventure towards making things awesome," he wrote.
Cheil operates 31 offices in 25 countries, and employs more than 1,500. Its investment in TBG is the latest in a series of moves designed to place it in competition with the largest global agencies. One year ago it bought creative shop London-based Beattie McGuinness Bungay.
AdMedia Partners advised Cheil in the transaction.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.