InterPublic Group is folding DraftFCB conflict shop Rivet into Lowe London, as the agency looks to strengthen its grip on the Nokia mobile phone business.
The move comes as Nokia reviews its global sponsorship and trade marketing accounts, which is expected to have a wider impact on the structure of the handset maker’s agency roster (MW last week).
Rivet London is the only agency affected by the move, with other agencies in the mini-network continuing to report into DraftFCB management.
Nokia is Rivet London’s largest client, with the agency working on direct and in-store marketing projects for the handset manufacturer.
Rivet was set up in 2007, as a second agency to appease clients affected by the merger of the Draft and FCB networks, as revealed in Marketing Week (February 1, 2007). FCB handled SC Johnson and Motorola, while Draft handled Procter & Gamble and Nokia.
IPG announced its intention to merge the Draft and FCB networks in June 2006. Rivet is headed by managing director Nick Jones and has about 15 staff. Much of its work is retail and below-the-line.
The change in reporting lines comes amid industry speculation that IPG is looking to merge the Lowe and DraftFCB networks – something denied by the group.
IPG has already consolidated its DraftFCB, Rivet and Lowe shops in New Zealand into a shared business hub, although it is thought to be more reluctant to do so in larger markets.
Lowe recently resigned the Stella advertising account, after InBev handed Mother the business for Stella’s 4% ABV sub-brand.