....New Group Includes Major Acquisition, Links Leading
Agencies In 22 Countries...
Brodeur Porter Novelli today announced the creation of one
of the world's largest public relations groups focused
exclusively on serving technology-based businesses
The new enterprise includes the acquisition by the Omnicom
Group of A Plus Group, a leading U.K. technology PR
consultancy, which will change its name to Brodeur A Plus in
January, 1998. In addition, the largest PR firm in Germany,
Kohtes & Klewes, is forming a new technology spinoff to be
called Brodeur Kohtes & Klewes, and a new technology unit of
Turnbull Porter Novelli, the number one PR firm in
Australia, will be branded Brodeur Technology and operate
from a new office in Sydney.
As part of the expanded global operation, Brodeur Porter
Novelli also announced new affiliate agreements with 18
other leading technology agencies in countries on five
continents, linking over 600 PR specialists. The company
opened new Brodeur Porter Novelli regional headquarters to
service Asia Pacific (Singapore) and South/Latin America
"More acquisitions, minority investments and affiliations
will be announced in the coming months," said John Brodeur,
CEO of Brodeur Porter Novelli, who will lead an executive
team to operate the new global entity.
Brodeur said the enterprise is unlike any other global
technology PR operation. "Companies needing worldwide
technology PR support had two choices up to now: Manage
several of good, smaller technology PR agencies to get
worldwide coverage, or hope the global brand-name PR players
with limited technology expertise could do the job. Brodeur
Porter Novelli offers the best of both models, allowing
clients to manage global programs through single points of
coordination while also providing access to the best local
technology PR agencies around the world.
"The very core of Brodeur Porter Novelli is technology, pure
and simple," Brodeur added. "Our clients are moving at web
speed to globalize with a trusted PR agency which isn't
experimenting with offering technology PR resources
worldwide. We have been working with most of the firms in
the group for many years. All are market leaders in their
countries, and together we share a commitment to growing and
operating the number one technology PR group in the world."
Clients currently handled by multiple agencies in the group
include IBM, PLATINUM Technology, Data General, Hyperion,
3M, QSP, ATML, and Symbol Technologies.
In addition to John Brodeur, the executive team includes
Andrea Carney of Brodeur Porter Novelli as managing
director, North America; Mike Copland of Brodeur A Plus as
managing director, Europe, the Middle East and Africa; and
Peter Connell of Brodeur Porter Novelli as managing
director, Asia Pacific. Connell opened the Brodeur Porter
Novelli office in Singapore this summer. In addition, Stan
Woods of Brodeur A Plus and Keith Lindenburg of Brodeur
Porter Novelli were named to the executive group with
responsibilities for strategy development and international
account management, respectively.
Established in 1985 in the U.S.A., Brodeur Porter Novelli
serves clients in high technology and consumer technology
with marketing-based PR services, including traditional and
online interactive communications. It has 200 staff in five
U.S. offices. Brodeur Porter Novelli has been voted three
times the No.1 U.S. High Technology Agency by Inside PR, a
leading industry publication. The new Brodeur Porter Novelli
group will work closely with its parent company, Porter
Novelli International, to provide the full range of public
relations services. Porter Novelli is part of Omnicom and is
managed by Diversified Agency Services (DAS).
- ends -
Background to A Plus Group and Omnicom
Omnicom, through its DAS (Diversified Agency Services arm),
acquired 20 per cent of A Plus Group 18 months ago . The
latest deal completes the 100 per cent acquisition of the
company via an earn out through to the end of 2000. Chairman
and managing director Mike Copland and fellow directors and
shareholders Jonathan Simnett and Stan Woods remain with the
company: David Currer, who joined A Plus Group shortly after
it was formed in 1981, is retiring from the business. Terms
of the agreement were not disclosed.
The A Plus board will gain three new directors under the
agreement: John Brodeur, ceo of Brodeur Porter Novelli and
president of Porter Novelli's US operations; Peter Hehir,
chairman of Countrywide Porter Novelli and vice chairman of
Porter Novelli International; and Noel Penrose, commercial
director of DAS.
Mike Copland said the speed of developments in the IT
sector, and the accelerating shift toward global
communications programmes, crystallised the opportunity to
integrate with Brodeur and the other international partners.
"It's our clients driving this decision", Copland said,
pointing to companies like IBM, Hyperion, Platinum
Technology, Symbol Technologies and 3M who are already
working with A Plus partner agencies in several countries.
"We're seeing a dramatic move towards global message and
programme management, and not just for the industry giants.
The hot start-ups are seeking world markets from birth, and
they're looking for consistent multi-country support too."
"We've made the decision to get in there first with the
answer - a group of agencies spanning the globe which will
be 100 per cent committed to the world of information
technology in all its forms and be increasingly bound
together through equity investments."
Copland added: "We set out our plans to be a global player
three years ago. Integrating Brodeur and A Plus, and
bringing in the Euro Plus partners through Omnicom, provides
A Plus Group: A Plus Group has 70 staff and is based in
Slough, Berkshire. The consultancy specialises in strategic
campaigns for leading or innovative high tech companies
operating in Europe and beyond. It is part of the US-based
Omnicom group and co-ordinates European PR activity through
its Euro Plus network of consultancies, which operates
across 10 countries and is ranked as the seventh largest
independent consultancy grouping by PR Week (July 1996). For
more information, please visit our World Wide Web site at
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