THE INTERPUBLIC Group of Companies Inc., New York, has created The Publishing Agency, a global custom magazine publishing division, out of the talent and resources of three other Interpublic properties.
The unit is part of McCann Relationship Marketing, which is already using the agency for a still hush-hush project for Buick.
Stan Rapp, McCann Relationship Marketing’s chairman/CEO, claims the move may start a trend as more integrated marketing agencies realize the value of custom publishing in building and maintaining ongoing relationships with clients.
The Publishing Agency is being touted as a joint venture between McCann Relationship Marketing and another Interpublic unit, Campbell-Ewald, Detroit. But Singer AllBrand, a recent Interpublic purchase, also provides key ingredients.
Kirk Cheyfitz has been named worldwide managing director of the new division. He had been director of Campbell-Ewald’s C-E Publishing Group, one of the oldest and largest custom publishers in the United States. In addition to its own staff, The Publishing Agency is expected to draw upon C-E’s expertise.
Leslie Singer will be executive vice president, chief creative officer and U.S. managing director. Her design company, Singer AllBrand, will retain its name and continue to operate as a separate unit of The Publishing Agency.
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