Haworth Marketing + Media & GroupM announce partnership

Haworth, an independent and employee-owned marketing and media agency based in Minneapolis, has announced a strategic partnership with GroupM, the media investment management division of WPP.

Haworth will continue to offer personal, high-touch, creative-driven media – now backed by the industry leader in tools and data, thus linking the art of consumer connections with the most advanced marketplace analytics.

“We believe this is a completely new, one-of-a-kind partnership that will bring tremendous value to our clients and our team,” said Gary Tobey, CEO of Haworth. “Our differences and assets will complement each other while Haworth’s culture and what we’ve built remains intact.”

Haworth and its clients will benefit from full access to GroupM’s resources in digital, analytics, trading and proprietary technology and tool development.  GroupM will also provide a global expansion platform for Haworth and its clients.  GroupM will take a 49% stake in Haworth.

“We’ve admired what Gary and his team do for many years,” said Irwin Gotlieb, Global Chairman of GroupM.  “We believe we can add to the compelling Haworth proposition through GroupM’s tools, technology, insights and trading scale.  And in turn, GroupM’s agencies and clients can benefit from Haworth’s proven expertise in integrating brands into popular culture and content.”