Omnicom Group’s advertising network TBWA Worldwide has today announced its acquisition of German advertising agency Heimat, which will see TBWA take a majority share of the company.
The newly formed TBWA Operating Group Germany, which combines the leaders of TBWA's German specialist agencies, will be headed by founding partners Matthias von Bechtolsheim, Guido Heffels and Andreas Mengele, with Matthias von Bechtolsheim taking the role of chairman.
Perry Valkenburg, president Europe and International COO at TBWA, commented, "Heimat and TBWA are a natural match and create a unique offer for the fourth largest advertising market worldwide. Combining Heimat's creative and entrepreneurial spirit with TBWA's global strength is the perfect offer for the German market."
Heimat's founders have retained a significant minority share in the company and remain in their leadership roles. The agency will keep its original name.