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Refinery Finds A New Home At G2

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Jul 6, 2007 

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Sarah Novotny  |

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Refinery Finds A New Home At G2

WPP Group’s G2 Worldwide acquired Refinery this week. Refinery is one of the few independent agencies left in North America. Or at least it was. The company generated $21 million last year in revenue. The staff numbers 79 and the clientele include such heavy-hitters as Campbell’s and Merrill Lynch. The company will be absorbed into G2′s North American business unit, G2 Interactive.

G2 specializes in digital communications, shopper marketing, design and direct marketing. Last month the company acquired Echo, and MDS Boole. Refinery however, really offers G2 technical skills in search engine marketing.

Joe Celia, chairman and CEO of G2 Worldwide said, “In today’s market, it is not enough to excel at strategy and creative…We have to be able to deliver the good in technology, analytics and operational excellence too.”

When Publicis Groupe agreed to buy online and direct marketing company Digitas, many experts argue that that was the beginning of the end of independent agencies. There has been much response to the trend with several other now famous acquisitions such as that of DoubleClick and Avenue A/Razorfish.

The list of independent companies is getting shorter and shorter. Some of the last ones standing are Glow Interactive, IQ Interactive, Wieden+Kennedy, imc2, i33, and Slingshot.

Because of the increasing popularity and the growing profit in online advertising, these interactive agencies have been approached by non-traditional prospects.

Including all 86 offices in 42 different countries globally, G2′s client list includes The Absolut Spirits Co., Adobe, Kodak, Kraft, Pfizer, Coca-cola, and Proctor & Gamble.

WPP’s GroupM Interaction is the second-largest network holding company with 1,224 on the digital staff worldwide, 619 of which are in the U.S., after Aegis Group.

Tags: G2-Worldwide, Refinery and WPP-Groupe

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