Proximity Gets a US Office – and it's digital

After all of these years the “worldwide network” of Proximity will have a US office.  It will also give Proximity’s digital team a major boast which I’m sure the teams in London and elsewhere will look forward to as they try to develop more digital work in the DM-centric offices.

So two questions to watch —

1) will Atmosphere add DM skills to become more like the original Digitas (Simon Hall’s original vision)?

2) will Proximity follow Atmosphere’s approach of building digital around display advertising not websites and applications?

Being focused on display advertising as Atmosphere is makes it a lot easier to integrate with BBDO’s traditional approach and creative structure, but makes it harder to be do advanced digital marketing — the transformational kind that requires good consulting, technical and deep creative skills.

Then again this may be smart — just as the management consultancies have said ad agencies shouldn’t bother to try to get a seat next to the CEO, perhaps they shouldn’t try to do complex digital work like R/GA either. 

There is plenty of work out there doing advertising and campaigns.

Thursday, Feb 19

Breaking: Atmosphere BBDO To Be Absorbed by Proximity Worldwide

AgencySpy has learned that Atmosphere BBDO will be absorbed by Proximity Worldwide. Roy Elvove, EVP director of corporate communications confirmed the news moments ago.


Royal Mail Appoints Proximity to Handle All its Interactive Marketing

Royal Mail appoints Proximity London to handle all its interactive marketing

Source: | Published: 11 July 2003 07:45

Royal Mail is consolidating all its interactive activity through a single agency as it works to transform its business.

Proximity London has been appointed as Royal Mail’s sole agency for the next three years, following a pitch that shortlisted four agencies.

Ogilvy Interactive was previously Royal Mail’s lead agency.

The appointment sees Proximity London taking responsibility for Royal Mail’s digital strategy, online advertising, emarketing and the redesign of

Last month it was appointed as Royal Mail’s lead below-the-line agency. This was part of the selection of an Omnicom Consortium, including Wolff Olins and AMV, to work on new branding and above- and below-the-line advertising.

According to John Baker, head of digital services at Proximity London, the appointment will enable a more efficient flow of information and concepts with a higher level of integration. “You have a single conversation above the line, in the mail, through press and poster and online; integrated creative concepts with a single strategy,” he said.

Head of interactive marketing at Royal Mail Steve Sefton said it was a combination of strong solutions and Proximity’s connection with Omnicom that influenced the final decision.