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.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.