Syzygy joins forces with Digital@JWT for European expansion

European e-business solutions consultancy Syzygy has joined forces with J Walter Thompson’s Digital@JWT business to accelerate its e-business growth across Europe. Both businesses come from the WPP Group, which includes design groups Enterprise IG and Coley Porter Bell.

The partnership combines Syzygy’s e-business expertise with Digital@JWT’s on-line marketing and media strategies. Syzygy will become JWT Europe’s exclusive partner for on-line projects in France, Germany, UK and Ireland, for clients such as Mazda.

A major element of the deal is the launch of the companies’ joint “usability” offering, which will seek to establish a best practice policy for client service. This marries JWT’s “usability lab” with Syzygy’s branding expertise.

According to Stephen Priestnall, Syzygy UK managing director, the formal part of the relationship has yet to be developed. “We are keen to push partnerships like this and have worked well with JWT in the past. Both Syzygy and JWT are part of the same WPP family and we have developed close relationships within our separate companies,” he says.

Syzygy is floating on Frankfurt’s Neuer Markt on 6 October (DW 15 September) and already has offices in Frankfurt and Munich. It is keen to expand geographically in Europe to “continue to attract the best people” to the business.

The alliance formalises and extends an existing relationship developed over the past three years, during which the two firms have collaborated on pan-European e-business and marketing projects for Mazda and Siemens, among others.

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