CAHG-TBWA alliance will bring "disruption," says CEO

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Omnicom's CAHG is partnering with sibling network TBWA/WorldHealth.

The partnership will give each agency a foothold in new territory—CAHG's global reach will now encompass its new partner's connections that include 36 countries and major regional hub offices, including those in Singapore and Hamburg, and TBWA will be better able to flex is strength in the US.

It's the latest in a series of recent transformations for CAHG, which last year became a go-to office for many of Omnicom's independent shops. Just two years ago, the agency, formerly known as Corbett Accel Healthcare Group, changed its name to reflect a new integrated communications network model that the company said would allow it to better leverage its positions in the New York and Chicago markets.

The Corbett agency dates to 1962 when its founder Frank Corbett opened his Chicago shop. His agency was the first to use direct mail feedback as a success indicator. BBDO purchased Corbett in 1972.

CAHG's accounts include Actelion, Alcon, Bayer HealthCare, Forest and Merck. TBWA's major accounts include Adidas, Apple, GSK, Pfizer and Roche.

CAHG chair and CEO Scott Cotherman said in a statement that the alliance will bring more than an expanded network.

“CAHG will benefit from two valuable proprietary practices: ‘Disruption,' which leads to finding new brand ideas for creating growth, and ‘Media Arts,' which is important for the delivery of behavior-changing messages in an increasingly multichannel communications world,” said Cotherman.

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