Loewy enters ‘strategic alliance’ with Brandpool

Brandpool, the marketing communications agency, has been acquired by independent marketing services group, Loewy.

The agency will retain its name and will continue to be run by John McWilliams, the former managing director of Arc Advertising who set up Brandpool in 2004.

McWilliams says the deal is a “strategic alliance” and will allow the agency to continue working on brand and marketing communications briefs but with more resources.

The two companies will start working together immediately and are currently developing a campaign for the launch of high-speed train services between St Pancras and the Channel Tunnel next year. The agency won the £7m account for train operator Southeastern in March (MW March 26).

Loewy already works with British Airways, Eurostar and London Underground.

The group has 13 branding, design and marketing communications agencies and employs over 400 people. It forecasts its revenues will hit the £39m mark by the end of the year.

McWilliams says he hopes the acquisition will “add depth to Brandpool’s service”.

Loewy says it will work closely with Brandpool to provide an extended range of marcoms services in design, customer relationship management, direct marketing, digital, branding, internal communications, market re-search and PR.