aia and TMP: the inside story

Ri5 met with New York-based TMP Worldwide Advertising & Communications,LLC's (TMP US) Michelle Abbey and aia's Andrea Burrows to get the story of the acquisition that's got everybody talking, including the minor but pivotal role played by Ri5 in bringing the parties together. 

It all started 10 months ago when TMP US was looking to extend its global reach.  Already the world's largest independent recruitment communications agency, the privately-owned TMP had its strategic sights set in particular on the UK and China.  And as far as the UK was concerned, the search for a new partner started with Ri5.  Michelle Abbey and her colleagues browsed our agency listings and set about contacting those that looked promising.  A number of meetings were arranged as a result, but it wasn't until TMP sat down with aia that sparks of respect and interest were felt on both sides.  Andrea admits that her perception of TMP US was based on the UK's business model and was initially unsure that TMP US would prove to be the perfect match for aia's global ambitions, yet it soon became apparent that there was astonishing convergence of values, vision, and goals.  We are told that Andrea and Michelle would have been happy to shake hands and progress with the deal at a very early stage, but inevitably m'learned friends got involved and it took a little while to sort out the small print.  Teams from both sides have been at work in London and New York to bring the deal off; every point of contact has proved as positive and harmonious as the initial meeting and all concerned are hugely optimistic. 

"It has become more and more important for aia to offer global capabilities," says Andrea.  "Major organisations are demanding recruitment and employment communications that are effective in world markets and this deal means that aia can now deliver internationally the standards of service and creativity we strive for in the UK."  She also sees significant advantage in having access to TMP US's digital expertise.  Michelle Abbey is proud of her company's record in bringing software products to the recruitment communications market, with the current average standing at one new product every quarter.  Both Andrea and Michelle are convinced that introducing new methods of search engine marketing, campaign measurement and control, and online branding to the UK will be telling. 

And whilst moving from being a 60-strong UK agency to part of a world group with over a thousand employees and offices in 20 countries sounds like a significant change, the reality is that many of the offices worldwide are similar in structure and size.  For now, and unsurprisingly, there is excitement and optimism on all sides.  Michelle Abbey thinks 2009 is going to be "great", having had an excellent finish to 2008 and now finalising the aia deal.  Andrea is bullish too, and looking forward among other things to building links with People in Business, the consultancy founded by employer branding champion Simon Barrow and acquired by TMP US in 2007. 

Ri5 intends to follow developments and sends best wishes to all concerned.