Isobar’s Fay On Multiple Search Groups

Last month, iProspect was acquired by
Aegis Group to be part of its still relatively new Isobar
network. Isobar also encompasses Carat Interactive, which provides SEM services. So now one group has two different units with
search marketing services — very similar to the situation with WPP operating mSearch and Outrider, that I wrote
about earlier.

In Q&A with Sarah Fay from iMediaConnection, Isobar US’s new president Sarah Fay (formerly president of
Carat), touches how Isobar will deal with the two. They won’t be rolled up into some master Isobar brand — and yes, they might even compete with each other both for search
clients or for the same pot of money to go into different types of marketing. But they’ll also be encouraged to cooperate, as well. Says Fay in the story:

Each of the Isobar agencies will have its own P&L, which may incur some competition within the group. But each of the agencies is also strongly incented to work together
and to cross-refer business within the group. Each of the agencies is expected to collaborate in sharing knowledge, tools and best practices. I believe our agencies are
different enough that the synergies far outweigh their competitive cross over.

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