Rivet was established during 2007 as a new global direct marketing and interactive arm within Interpublic, operating primarily as a conflict agency for what was then the Draftfcb network. However its international presence didn't survive long. In 2008 the London office was folded into the local outpost of Lowe. The Australian office followed suit at the beginning of 2009, merging with the local Lowe Hunt agency under the Lowe brand. By 2012, despite retaining the name Rivet Global, only one office was left, in Toronto, Canada. It rebranded as FCB/Six, and remains under the command of Angela Cook as part of FCB Canada.
In fact, some outposts of the original Rivet network were themselves created from what was previously Lowe Live, a brand launched in 2001 as an umbrella for the collection of Lowe's direct marketing and CRM subsidiaries. That network initially covered five countries - the US, UK, France, Netherlands and Sweden, and comprised Miller/Huber Relationship Marketing (acquired 1999), Lowe Digital and Lowe Direct in the US and Lowe Direct in the UK.
In late 2001, however, the US arm of Lowe Live was absorbed into what was then DraftWorldwide. The UK and other offices followed suit in summer 2002, and the new grouping was formalized under the name Lowe Draft. That relationship was unpicked once more in 2006 after Draft merged with another IPG network, FCB. This created something of a dilemma for some of the former Lowe Live units, which carried the Draft name but had not been included in the DraftFCB merger. They eventually adopted a new name of Rivet in 2007, and the brand was expanded into other markets to handle below-the-line service for Lowe clients, or to avoid conflict clashes with DraftFCB. Some offices have been co-opted from other IPG networks - Rivet San Francisco for example was formerly the local office of Marketing Drive. At the end of 2007, the Rivet network was expanded further to absorb FCB Direct in Toronto and sales promotion agency Zipatoni in St Louis.
Zipatoni had been founded in 1985 by a group of partners led by creative director and former CEO Jack Thorwegan. In 1998, the agency saw billings triple after winning a large chunk of business from Miller beers. The year after, Zipatoni sold a large equity stake to Lowe & Partners, and opened a second office in Chicago. A London office followed in 2000 as Lowe aligned its UK sales promotion arm under the Zipatoni brand, but this was subsequently merged into Lowe Live and later Draft. Interpublic acquired the 51% stake in Zipatoni it didn't already own in 2001, and Thorwegen left the company in 2002. Although traditionally aligned with the Lowe network, Zipatoni came under the auspices of FCB in 2005. In 2006, the agency was on the receiving end of embarrassing press coverage when it was revealed that an apparently independent tech blog which lavished praise on Sony's handheld PSP gaming device had actually been faked by a Zipatoni staffer. Following the merger of FCB with Draft there was speculation that it would be spun off into a new marketing services network during 2007. That development was confirmed at the end of 2007 with the rebranding as Rivet.
Last full revision 8th March 2017
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