New Omnicom Agency Seeks to Master--and Perhaps A Master's Degree--In Sociology

  • June 22, 2005
Naming itself after a jazz tune meant to convey "collaboration," Omnicom unveiled its newest agency Monday, called Unit 7.

Created out of the ashes of the formed direct marketing agency known as LLKFB, the company is marketing itself as a specialist in the behavioral and social sciences--such as linguistics, relationship psychology, and anthropology--and, lest people think that the company will only offer a graduate degree, "the business world."

"Until now, agencies have placed a disproportionate amount of emphasis on the 'marketing' side of relationship marketing by getting caught up in the analytics, nuts and bolts, or presumed rocket science aspects of our business," said Loreen Babcock, chairman and CEO of Unit 7. "Our new agency works differently. The culture of Unit 7 itself is based on a culture of collaborative invention. We do this by marrying the best of both worlds--database marketing and analytics with consumer insights, marketing research, and behavioral psychology."

Just be sure to read the syllabus before applying. --David Kaplan

advertisement

advertisement

Next story loading loading..