Ikon Communications takes on the USA in joint venture with Droga5 – set for November 1 start

STW Communications Group, Australia’s leading marketing content and communications services group, today announced the expansion of its highly successful Ikon Communications business into the USA.

In a joint venture deal struck with international advertising agency Droga5 and Ikon Communications founder and CEO Gary Hardwick, Ikon3 will open its doors in New York on November 1 this year serving as Droga5’s in-house media partner and representing a range of independent clients.

Says David Droga (left), creative chairman and founder of Droga5: “Gary (Hardwick) iswithout a doubt one of the most creative media people in the business.We’ve been envisioning adding a media shop since we started the agency,and Ikon’s unique IP developed in the channel planning arena and theirdynamic trading expertise represent the industry’s best in field. Thismarks a new level of maturity for Droga5 as we continue to expand.”

It continues a strong period of growth for Ikon; recently theaward-winning media agency has expanded beyond its native Sydney toMelbourne, Perth, and Auckland and Wellington in New Zealand. The Ikon3office will be the third STW company to open its doors in New York.Design and advertising business Moon, and internet protocol televisiondevelopment company, Massive, both recently established offices in NewYork on the back of significant client wins.

Says STW’s CEO Michael Connaghan: “Ikon is one of our very bestbusinesses and I’m really proud and excited to be starting up in NewYork alongside Gary and a superb creative shop like Droga5. I met theteam over at Droga5 New York early this year and the connection betweenIkon and Droga5 is plain to see.

“We have expanded Ikon outside of Sydney to Melbourne and Perth andoffshore to New Zealand in Auckland and Wellington. Our third countrybecomes the USA, hence Ikon3. At STW we weathered the GFC storm welland have had a solid period of growth. We are going to become moreaggressive so watch this space for more news from some of ourbusinesses as they expand their horizons.”

Ikon founder Gary Hardwick said Ikon3 will access and adopt IP from theAustralian operation and localise it for the US market. He said itwould also develop services in channel and receptivity planning,mobile, search and performance, social and community engagement,campaign amplification and media buying, “creating a springboard for anew level of collaboration to provide a very modern take on the fullservice agency model”.

Says Hardwick: “The service will be driven by senior practitioners whowant to challenge the norm and explore new and innovative ways tomarket brands. From a media investment perspective, the use of Ikon’sproprietary trading software and the powerful ad exchange platformswill enable us to drive media costs down for our clients throughguaranteed performance negotiations. We have always backed our IP andput our profits at risk; it’s an honest and transparent way in which towork with our clients.”

Hardwick said Ikon3 would look to employ some unconventional staff suchas engineers, technologists and data analysts to prepare for IPTV, NextGen Mobile and the plethora of customer data available to market betteron behalf of their clients.