Publicis Hawkeye is a diversified marketing services agency under the umbrella of the Publicis USA group, specialising in experiential promotions, database marketing and CRM but also traditional creative. The business was originally formed in 1999 by Steve Dapper, former CEO of both Wunderman (in the 1980s) and Rapp Collins (1990s), with private equity backing. Dapper acquired a string of agencies over the next few years in the US (including Triplefin, Creative Communications of America, Marketing Continuum and Convergency) and also the UK (FFwd and BDS Beechwood). Following a general slowdown in the marketing industry in 2002, several of these were sold back to management or private equity. (Beechwood now trades as Libertine). At the same time the Hawkeye brand was expanded to cover all remaining subsidiaries within the group. Several addition agencies were added to the collection before the entire group was acquired in 2014 by Publicis. Founder Steve Dapper remains executive chairman.
Capsule checked 3rd August 2018
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