Weber Shandwick, BrainReserve Team Up

BOSTON Interpublic Group’s Weber Shandwick and Faith Popcorn’s BrainReserve have formed a strategic alliance, according to the agencies.

“As what was once central to corporations is fast being outsourced to foreign workers, much attention is being paid to what pundits are calling the creativity economy,” said Faith Popcorn, founder and CEO of Faith Popcorn’s BrainReserve, in a statement. “Today, the new core competence is creativity—the single most important asset that smart companies are harnessing to generate top-line growth. The game is changing and smart businesses are changing their focus; creativity, imagination and innovation are key. Applying futurism, built on a strong platform of cultural relevance, is critical to staying ahead of the curve.”

Both New York-based companies will operate as separate entities but will work on new business opportunities together. The alliance is designed to add trend insight for clients.

“Having the power to determine what people want even before they can articulate it is invaluable to marketers,” said Gail Heimann, president of Weber Shandwick’s New York office, in a statement. “Having the ability to communicate it in a compelling way compounds that power, and that’s the brilliance of the BrainReserve-Weber Shandwick alliance.”

The new partnership will be led by Billee Howard and Jennifer Risi, the co-leaders of Weber Shandwick’s Global Strategic Media Group, and Todd Myers, alliance chief, will lead the effort for the Faith Popcorn team.