MediaPost reported IPG sold two White advertising agencies—Hill Holliday and Deutsch New York—to Attivo Group, a White marketing services group with offices across Australia and New Zealand.
The scenario underscores a lot of peculiarities with White holding companies and the industry overall. For example, Deutsch New York was sold, but Deutsch LA stays in the IPG outhouse. Who gets stuck with Donny?
Both shops in the sale retain their respective leadership and remain affiliates of IPG. Of course, much will change once redundancies are identified and sorted out.
Employees in all three enterprises can expect to experience more bouncing than a kangaroo—and more annoyance than the Qantas Koala.
IPG Sells Hill Holliday, Deutsch NY to New Zealand Marketing Group Attivo
By Steve McClellan
Interpublic has sold two of its longstanding iconic agency brands—Hill Holliday and Deutsch New York—to Aukland, New Zealand-based Attivo Group, the firm’s announced Wednesday. Financial terms were not disclosed. The deals mark Attivo's expansion into the U.S.
Both agencies will continue to operate with their current leadership, under their own brands, and each agency will maintain an affiliate relationship with Interpublic Group (IPG), “with ongoing access to many of the holding company’s resources,” the firms stated in a press release announcing the deal.
Going forward, the agencies will also draw on the “leadership, expanded resources and capabilities of Attivo,” per the announcement.
Launched in 2020, Attivo is headed by Cam Murchison and owns a number of communications and marketing agencies. With a longstanding relationship with IPG, Attivo most recently acquired IPG’s Australia’s 303 MullenLowe, and invested in Mediahub Australia in 2021.
Attivo also owns Harvey Cameron, Farrimond, Gorilla Studios, Rhubarb Lane and Rainmakers.
“We’re incredibly excited to have Hill Holliday and DNY join the Attivo family” stated Murchison. “Both are world-class agencies with amazing pedigrees that have made a tremendously positive impact on the communications landscape in the U.S.” said Attivo Group CEO Cam Murchison.
He added that both agencies “have many iconic brands with decades-long relationships as testament to their singular focus on client success. The outstanding leaders at both agencies have a strong desire to further grow their businesses and share Attivo’s entrepreneurial spirit and challenger mindset.”
Added IPG CEO Philippe Krakowsky, “We’re excited for Cam and his team at Attivo to move Hill Holliday and DNY forward, with affiliate relationships to IPG. Attivo is a trusted partner with whom we have successfully managed affiliate relationships over the years in other world regions.”
Krakowsky noted that Deutsch LA, which has operated separately from Deutsch New York since 2020, is not part of the deal.
“Hill Holliday was founded by four bold-thinking, ground breaking entrepreneurs,” stated agency CEO Chris Wallrapp. “Today, we embody their spirit and mindset as the agency embarks on a new chapter in our 55-year legacy of building iconic brands.”
Wallrapp added, “Attivo’s investment in Hill Holliday’s future gives our agency and employees tools to innovate, unique flexibility in how we grow our business and strategic advantages for our clients. At a time of uncertainty for many well-known agency brands, this move is also a strong vote of confidence in the power and endurance of the Hill Holliday name.”
Deutsch New York CEO Val DiFebo added, “We are thrilled to be one of the pioneer agencies that will benefit from Attivo’s investment in our talent and our future... We see this as the best of both worlds as we become part of a new start-up, and still maintain our association with IPG, now as an affiliate.”
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