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“We got a little of, ‘You have everything that we need, but I need to see you at the network level,'” she said. Founder and CEO Faruk Capan agreed, adding, “We've been a single organization for more than 18 years, but when you get to a certain size, you start to realize that you're not a typical agency anymore and it's hard to do things the way you always did them. For example, when companies ask us to bid for enterprise technology work, we want them to see more than an agency.” Intouch Group will consist of six agency brands: full-service creative shop Intouch Solutions; Intouch Proto (also a full-service creative shop, though both Capan and Blackburn pushed back against labeling it a “conflict shop”; Intouch International, a global-minded agency, jointly run with Healthware International; technology and production hub Intouch Enterprise; data and analytics specialty practice Intouch Analytics; and media buying and planning firm Intouch Media. The decision to establish a network was motivated at least in part by competitive dynamics in and around the evolving agency and consultancy landscapes. Capan noted that in recent years Intouch has found itself up against a new set of competitors for assignments. “We go up against Cognizant and Accenture all the time. When we do, there's always a little, ‘Oh, you're an agency, you can't handle this,'” he explains. “The clients that know us know what we can do, but sometimes other people may not…What you want is that immediate recognition: ‘Oh, if I go with IBM, I can't go wrong.'” Keeping the Intouch brand intact – and, in fact, expanding its breadth – was an essential component of the network conversion. The decision was also informed by the market confusion spurred by earlier, clumsier attempts at nomenclature management by other organizations.
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