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.
Introducing... ClickZ Live!
SES Conference & Expo has merged with ClickZ to bring you ClickZ Live! The new global conference series takes on the identity of the industry's premier digital marketing publication, ClickZ.com, and kicks off March 31-April 3 in New York City. Join the industry's leading tech-advertisers in the advertising capital of the world! Find out more ››
*Super Saver Rates expire Jan 24.
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.
December 12, 2013
1:00pm ET / 10:00am PT