Boys and Girls has joined Interpartners Communications, a global network of independent communications agencies which describes itself as a group “created to make advertising travel more efficiently across borders”. The group has combined billings of €620m and 715 staff serving 870 clients across Europe, the US and beyond.
Interpartners Communications comprises 26 agencies who abide by three simple principles. Namely, that big ideas travel better cross border, the application of those big ideas to international markets is about interpretation, not simple language translation, and in the notion of “owners make careful drivers” agencies are best at creating big ideas.
Boys and Girls managing partner Patrick Meade, above, said clients want to extend work the agency has done in Ireland into other markets. While it is a welcome challenge to have, there are cultural, language and market specific idiosyncracies that need to be addressed. Joining Interpartners Communications provides access to network experts.
With its ‘Daring Simplicity’ credo, Boys and Girls has 43 staff. Clients include Three Mobile, Irish Distillers Pernod Ricard, Nissan, Topaz, Danone, Dulux, RaboDirect and Digicel. It recently added Britvic, Insurance Ireland and Brown Thomas. Interpartners, a co-operative, is registered in Brussels with fully subscribed capital of €31,600.
