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TBWA: Sotheby's New Creative Agency Partner

Zacks Equity Research

TBWA Worldwide, a global advertising network of Omnicom Group Inc (OMC), was recently appointed as speciality retailer Sotheby's (BID) global strategic and creative agency partner.

Sotheby’s is dedicated to serve clients globally in the fields of art sales and auctions. Apart from its core business, Sotheby’s also provides branded private gallery sales, art-related financing, retail wine and diamonds and global education offerings. TBWALondon will handle the creative responsibilities for the auction house, the brand campaign as well as marketing and advertising activities worldwide.

An impressive agency with an outstanding creative team and entrepreneurial skills is likely to benefit Sotheby’s in the long term. The collaboration is expected to be mutually beneficial for both companies. While TWBA adds one of the world’s oldest continuing and most reputed companies to its clientele, Sotheby's will be able to expand its business across the globe and take it to the next generation of collectors.

TBWA has been expanding its client base globally through acquisitions. Earlier in May 2014, TBWA announced the acquisition of an independent German advertising agency ??? Heimat ??? for an undisclosed amount. This acquisition enhanced its portfolio with creative products and long-term relationships with national and international brands.

Omnicom, the parent company, is one of the largest advertising, marketing and corporate communications companies in the world. On the operational front, Omnicom offers cost-effective marketing services in the field of advertising, which are expected to improve margins going forward. The company intends to strengthen its business by expanding its client base globally through acquisition of complementary companies. The company’s geographically diversified business mix continues to benefit from growing demand in developing regions like Asia-Pacific, Latin America and Africa.

Omnicom currently has a Zacks Rank #3 (Hold). Other stocks that look promising and are worth considering in the industry include Sizmek Inc. (SZMK) and Coupons.com Incorporated (COUP), both carrying a Zacks Rank #2 (Buy).

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