Omnicom buys Haygarth
Friday June 6, 2014 at 3:32pm
Marketing services group Omnicom has bought specialist shopper-marketing agency Haygarth for an undisclosed sum. The Wimbledon-based agency and its 100-plus staff will continue to operate as a separate entity and retain its own identity within Omnicom’s Rapp division. Haygarth’s main shareholders include chief executive Sophie Daranyi and managing director Marcus Sandwith who will enter an earn-out period of up to five years. Daranyi will now report in to Marco Scognamiglio, chief executive of Rapp. Omnicom says the deal is aimed at combining Rapp’s focus on data insight and technology with Haygarth’s existing presence in digital shopper marketing and FMCG clients. Haygarth’s clients include Gillette, Fanta and the Musgrave Retail Partners brands Budgens and Londis. Haygarth has been Marketing magazine’s Promotional Agency of the Year for the past two years and The Grocer’s Experiential Agency of the Year for the past three years. The agency will become part of Omnicom’s Diversified Agency Services (DAS) group of companies, which includes specialist CRM, events, branding and promotional marketing agencies. Scognamiglio says: "Hay¬garth adds further depth to Rapp’s capabilities and knowledge in navigating the customer journey for each client. Together, we will create experiences for clients that matter to consumers and inspire them to take action." Daranyi adds: "The partnership with Rapp is an ideal strategic and cultural match for Haygarth. Rapp’s prowess and reach, coupled with the depth of the DAS group of companies and Omnicom network, will add immense value to our offering."