Dailey : advertising & marketing assignments

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Dailey - previously Dailey & Associates - is a traditional full-service advertising agency based in Los Angeles. Until recently it was a subsidiary of Interpublic, aligned for a few years as a unit of what was then the Draftfcb network. It was later shifted to standalone status, reporting directly to Interpublic's central management. In 2017, though, the business was bought out by its executive team, led by Jean Grabow. The largest proportion of its revenues has traditionally been generated by Nestle, a long-time client for whom Dailey managed several accounts, mostly confectionery. Indeed, in 2014, Dailey scored something of a coup, producing Nestle's first-ever Super Bowl spot: an ad for Butterfinger. However, Nestle's sale of the confectionery division to Ferrero in 2018 threatens to significantly reduce that business. Founder Peter Dailey originally launched the agency in 1968 in West Hollywood, and enjoyed several years of exceptional growth on the back of work for movie studios and other clients. In 1983, the agency was acquired by Interpublic. Dailey himself left the industry and became a diplomat, initially as US ambassador to Ireland.

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Capsule checked 3rd April 2018

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