I wouldn’t say Los Angeles is the friendliest of American cities, but 180 Amsterdam seems to be making a place for itself. According to Adweek, the agency is settling in to their Santa Monica digs (above a yoga studio).
Last fall, the consumer electronics giant Sony awarded its U.S. business to the agency, which is teaming up on the account with BBDO. This was the incentive 180 needed to expand, and in early 2007, it opened its Los Angeles office, up the coast from Sony’s San Diego operations.
The planned opening in Santa Monica was also the catalyst for 180 to finalize ongoing negotiations in November 2006 with BBDO parent Omnicom, which bought a majority stake in 180. (180 shares Adidas and Motorola with other units at the holding company.) For Omnicom, 180-which remains a standalone entity-is a creative alternative to the shop’s existing networks.
The U.S. expansion also allows the Amsterdam flagship, which has 100 people, to tap into L.A.’s production resources and its wealth of directors, cinematographers and post-production facilities, says Peter Cline, a managing partner of 180 in Amsterdam, who now runs the Santa Monica office with Mike Allen and executive creative director William Gelner.
I guess the agency has been too busy to develop 180LosAngeles.com. Isn’t that always the case? Paying clients come first.