The Brand Union has bolstered its US operations ahead of anticipated further work on Bank of America’s Merrill Lynch buyout.
The new operation, going under the name The Brand Union North America, comprises sister WPP New York consultancies Brouillard Communications and Ogilvy’s Brand Integration Group, as well as The Brand Union’s New York office.
The new operation will be led by Brouillard Communications chief executive Robert Scalea, who becomes chief executive of The Brand Union North America.
The alliance opens up relationships with BIG’s existing clients Coca-Cola, Mattel and Hershey, while further work with Bank of America off the back of Brouillard’s existing relationship with Merrill Lynch is expected.
The Brand Union North America will also work alongside the network’s South American base in Miami, a regional office servicing Latin American clients including SABMiller.
The Brand Union comprises 500 people across 21 offices globally.