Partner Article

Business Interview: American ambitions for Robson Brown

EARLIER this year American firm Round2 acquired the North East’s biggest ad agency Robson Brown. Here we talk to the company’s chairman Garfield Ricketts about the motivation behind the deal and the future for the newly-formed operation created by the takeover.

bdaily: You recently made an additional UK acquisition and have hinted at more in the near future - do you think there are more attractive acquisition opportunities in the UK than the US at the moment?

GR: It is not a matter of there being better opportunities in the UK. I refuse to be bound by our borders. I need for us to be able to compete and if I was to focus solely on the US market, I would have expanded geographically but not increased my company’s firepower. We in America are America centric. Everything about us is inward focused. I want to provide solutions for our clients not watch someone else do what I should have considered doing. We either adapt or die. It’s that simple. Our expansion plans are part of a much larger plan. It is this plan that has guided the company for the past three years. It began with how we engaged our employees, our clients and the final portion is expansion and where we could or should expand.

I****n the weeks since the Robson Brown takeover, what are your initial impressions in terms of what you would like to change about the way the firm operates?

I liked Robson Brown from the first moment I met Alan [Brown] and Stuart [Robson]. I believed that they have built a successful business in a London centric economic and political environment. Round2 has built a successful business outside of America’s communications’ hub – New York. I believe that the one thing I can bring to the table is to empower the employees to be engaged not only with our clients but with each other and with me. I tend to be a person that is involved in the lives of the people that I work with. So, I plan on empowering everyone to take action, to not be afraid of making a choice. It does not really matter if the choice is right or wrong but the fact that you acted in the best interest of our clients. By doing that we win our clients’ hearts and minds, we have employees that feel they have a role and want to come to work each and every day. When that happens everyone wins. I think Round2’s Core Philosophy says it all: Clients’ success = Round2’s success = Individual’s success

Are you looking for further acquisition opportunities in the UK?

Yes, very much so. We have been in discussion with a third agency in the UK. Once that acquistion is complete we will decide what our new Five Year Strategic Plan will be.

Among your peers in the States, was it considered unusual that you were taking over a firm that isn’t based in the media hub of London?

Frankly, I never asked anyone their opinion. That’s not something I need to do. The only people’s opinion I am truly interested in are those of my clients and people I work with each and every day. I don’t see Sir. Martin Sorrell consulting with his competitors or the media about what he is doing. I selected a company based on its value and how I perceived it. The big question was how it fit into the Five Year Strategic Plan. Either it does or it doesn’t.

Has there been any friction during the merging process between Round 2 and RB and as the roles of various directors’ change?

There has never been a moment of friction. With that said, I am sure there will be. Everyone has a voice and I will listen to opposing views but at the end of the day as we say in America, the pound stops at my desk. I accept complete responsibility for every thing that happens – the good and the bad.

What targets have you set the firm to grow what was Robson Brown in the years ahe****ad?

We are only now beginning to change the structure of the not one but two companies. I am not concerned with targets as yet since there are more important issues on the table, but in a few months we can revisit this subject and I will have another answer.

Are there any new markets you are looking to take the business in?

In terms of business segments, I want to add direct response and to improve our overall digital and public relations offerings.

Are there likely to be any plans to relocate Robson Brown in the future?

Robson Brown will have an office in London and Newcastle.

This was posted in Bdaily's Members' News section by Ruth Mitchell .