The two agencies have been working together since 2007, and the newly formed consultancy will build on the strength of The Observatory International brand across Europe, Africa and Asia Pacific, and Roth Associates' brand in North America.
Richard Bleasdale, regional managing partner, Asia Pacific at Roth Observatory International, noted that the merger is all about maximising ROI for brands.
“We see continued positive growth across Asia at an economic level over the next 12 months,” he told Campaign Asia-Pacific. “However, this positivity will be countered with increasing commercial pressure on marketers and their agencies to demonstrate tangible incremental ROI from their marketing activities.”
Roth Observatory International has offices in Singapore, Tokyo, New York, Los Angeles, London, Edinburgh, Hamburg, Warsaw, Zurich and Johannesburg, offering services such as agency search and selection, agency compensation and agency performance evaluation, as well as marketer and procurement training and coaching.
Roth Associates was founded in the US in 1987, while The Observatory International was established in 2007, providing consulting for brands such as Samsung, Boeing, Google, Toyota, Honda, Coca-Cola and SAB Miller.
In Asia Pacific, it works with global and local brands including BMW, Singapore Health Promotion Board, VISA, Toyota, StarHub, Coca-Cola, Danone and MINI.