Hoggins and O'Shea to merge How into Miles Calcraft Briginshaw Duffy

by Jennifer Whitehead, brandrepublic.com, 16 November 2005, 08:45AM

LONDON - How Communications, the agency launched by creatives Ken Hoggins and Chris O'Shea along with Mark Wilson in 2004, is to be merged into Miles Calcraft Briginshaw Duffy.

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MCBD already owned a minority stake in the agency, which counts Waitrose as its biggest client and operates out of the MCBD offices in London.

How was founded in April last year by Hoggins and O'Shea, who had left their previous agency, Banks Hoggins O'Shea/FCB, in December 2003.

Initially, the £10m Waitrose work was split between Clemmow Hornby Inge and How. In October this year, the whole account was consolidated into How, with Waitrose saying CHI had been providing strategic insights, but was no longer needed.

O'Shea, creative director of How, said of the reason behind the merger: "The honest answer is that it seemed silly not to. The first year was like an engagement but it became increasingly obvious that it made sense to merge and that everyone would win."

The merger comes in to effect next week and will see 10 staff from How joining MCBD. Hoggins, O'Shea and Wilson will take roles on the board of MCBD. Financial terms of the deal have not been disclosed.

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