Y&R Brands and Mediaedge:cia collaborate
22 January, 2004
Young & Rubicam Brands and Mediaedge:cia today announced the launch of a communications planning business called Nylon. Jointly owned by the two WPP companies, the venture will launch in London first, followed by New York and other key markets.
The company has been created in response to evolving client needs and specifically the increasing demand for specialist communications planning support from UK based clients. Nylon will work with clients to help them devise & implement the most effective marketing communications programmes across all of the connection points between a brand and its consumers. It will draw on the skills and resources of the full range of disciplines represented by Young & Rubicam Brands and the Mediaedge:cia group of companies.
Nylon will be led by three highly experienced communications professionals:
Tony Regan (formerly joint managing director of PHD London and a founding partner of 1990s communications planning pioneers, Michaelides and Bednash), Pru Parkinson (formerly London CEO of Universal McCann and founder of online marketing agency, OnlineVisibility) and Martin Thomas (formerly global head of communications planning at MEC and UK managing director of PR agency, Cohn & Wolfe).
According to Pru Parkinson: "Many clients have responded to changing patterns of consumer behaviour by taking a more holistic view of their marketing communications and embracing communications planning as a distinct discipline. What they need, above all, are experienced partners who can work with them to develop the most appropriate marketing solutions, irrespective of channel or discipline. We believe that our experience, which spans every marketing communications discipline and most business sectors, makes us ideally-placed to provide the advice that they need."
According to MEC’s UK Chairman, Rob Norman: "Nylon will be supported by the broadest possible range of communications tools. The partners and their clients will have access to MEC’s resources in econometrics, budget optimization, media assessment, sponsorship and entertainment marketing, with HTW’s customer database analysis and personalization tools and RKCR/Y&R market-leading tools in consumer insight and segmentation, Nylon will offer new and existing clients a new level of strategic, integrated communications thinking with the option of executing those strategies with the partners or other business both inside and outside WPP."
Commenting on the launch, Jim Kelly, Chief Executive of RKCR/Y&R (London) said: "We knew we had to have a heavyweight team who could harness the collective skills of Y&R, Wunderman and MEC. Tony, Pru and Martin are a formidable combination of talent and Nylon will be a serious player in the emerging communications planning sector right from the start."
The creative heads of RKCR/Y&R London and HTW, Mark Roalfe and Steve Harrison, have committed creative resources to the new venture. Nylon will begin working on existing accounts held by RKCR/Y&R, HTW and MEC, including LEGO and Xerox.
Richard Wergan – European head of marketing communications for Xerox commenting on the launch said, "Nylon will play a key role in helping to shape our overall marketing communications strategy and programmes in partnership with our roster agencies".