Finding synergy that satisfies

Your story (MW October 24) reporting that I have assumed management of digital media agency XMLondon, in addition to my current role as managing director of 141, was quite incorrect in its assertion that “Cordiant no longer recognises the need for specialist new media skills.”

Indeed, every one of the specialist skills that has made XMLondon the successful agency it is today is being retained. However, as everyone knows, the basis for marketing success in the modern world is recognising that consumers want to communicate through a diverse range of channels, and ensuring that businesses give them that flexibility both at an operational and a communications level.

We believe there is tremendous potential synergy between 141 and XMLondon in terms of getting closer to consumers: truly involving them in brand relationships, initiating dialogue with them and then maintaining it in a way that delivers profits to the bottom line.

The best way to harness that synergy is through a closer working relationship between our two businesses, which will be achieved by bringing key activities such as planning and creative across the different media channels closer together. In that way we can ensure that our thinking is integrated and implemented online and offline.

This model of integration of specialisms is no different to the model we have adopted at 141 for many years, and the 141/XM model has already been successfully introduced in other markets. We believe it is exactly what forward-thinking clients want.

The proof of the pudding is that 141 is now the fastest-growing below-the-line business in the world with 91 agencies in 57 countries and revenues in excess of $240m (£150m). The specialist skills in XMLondon will only add to this success.

Dennis Kerslake Managing director


London W2

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