Omnicom Group adds partnership marketing to its below-the-line services as minority owner of a new agency founded by sports marketing veteran Jim Millman.
Millman is CEO of the Partnership Marketing Connection, which opened last week in Stamford, CT. Omnicom owns 49% of the shop; Millman owns the rest.
PMC, part of Omnicom’s Diversified Advertising Services group (DAS), is the first shop in Omnicom’s stable to specialize in partnership marketing.
PMC is working with Omnicom’s global ad networks DDB, BBDO and TBWA and media-buying units OMD and PHD to develop partnerships for current Omnicom clients. PMC’s first work is expected to be announced early this fall.
Millman approached Omnicom executives with a plan to capitalize on marketers’ growing interest in partnering with other brands, properties and media to extend marketing reach.
Millman founded sports marketing shop Millsport in 1975 and sold it to Omnicom in 1996. New York City-based Omnicom merged Millsport with The Marketing Arm earlier this month (Aug. 16 XTRA).
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