Longtime R&R Partners executive Whitwell takes ownership of Las Vegas ad agency B&P as it marks 25 years

What happened

Las Vegas-based advertising agency B&P has a new owner as it reaches its 25th year, the Las Vegas Review-Journal reported. Whitwell, who spent 20 years as a partner and executive at R&R Partners, told the newspaper he has taken over ownership from the agency's founding partners. He will lead B&P as president and CEO.

Co-founder Chuck Johnston will stay on as managing director. According to the Review-Journal, Whitwell said three of the agency's founding partners were looking to reduce their involvement in the business.

Why the change happened now

R&R's link with MMGY Global

The handoff comes as R&R Partners joins forces with international agency MMGY Global. The Review-Journal reported that the combination helped create the opening for Whitwell to take over B&P.

Whitwell said he is not new to the smaller agency. "I've been working closely with the B&P team for 20 years," he told the Review-Journal, adding that he is very familiar with both the business and its staff.

Who B&P works for

B&P was founded in 2001 and has more than 20 employees, according to the Review-Journal. It represents clients in healthcare, education, real estate and hospitality.

Its client list includes UNLV, University Medical Center of Southern Nevada, Southwest Medical, Optum, Las Vegas Realtors, Circa and Circa Sports. Whitwell said several clients, including the university, the hospital and the real estate trade association, have stayed with the agency for more than two decades. He credited that to the agency's work and the results it delivers.

Plans under new leadership

Technology and integrated marketing

Whitwell told the Review-Journal the next phase will center on technology, integrated marketing and a renewed focus on Southern Nevada businesses. Speaking about handling those areas apart from each other, he said, "I don't believe that (approaching them separately) is the way to go."

A local focus alongside R&R

The Review-Journal described R&R as having worked extensively with the resort industry and other major clients, while B&P runs a smaller, more locally focused operation. Whitwell said B&P's local roots give it a chance to serve businesses that might otherwise turn to larger agencies with national or international reach.

He said the agency intends to expand into new sectors while keeping the service of a boutique firm and continuing its strategic alliance with R&R. B&P says that relationship will give clients access to a broader media-planning and buying operation. "That's what we're going to really take a focus on, is getting back to supporting Vegas businesses," Whitwell said.

Outlook on the Las Vegas economy

The Review-Journal noted concerns about tourism slowdowns and broader economic uncertainty. Whitwell said he remains optimistic about the city's long-term prospects, pointing to its expansion into professional sports and other industries, including healthcare, as evidence of a more diversified economy.

"I'm still bullish on it," he told the newspaper. "We're still bringing in people here."

Whitwell has also been involved with Southern Nevada community service organizations. The Human Rights Campaign Las Vegas honored him with its Visionary Leadership Award, the Review-Journal reported.

What to watch next

• Whether B&P expands into new sectors, which Whitwell said the agency intends to do while keeping a boutique level of service.
• How R&R Partners' combination with MMGY Global proceeds, and how B&P's continuing strategic alliance with R&R serves its clients.
• B&P's planned focus on technology, integrated marketing and Southern Nevada businesses under Whitwell as president and CEO.