International: Brodeur Worldwide takes stake in Sophie Renard PR

PARIS: Brodeur Worldwide bolstered its overseas hi-tech practice last week by acquiring a 35 per cent stake in French agency Sophie Renard (SRRP) - a firm with which it was already affiliated.

PARIS: Brodeur Worldwide bolstered its overseas hi-tech practice

last week by acquiring a 35 per cent stake in French agency Sophie

Renard (SRRP) - a firm with which it was already affiliated.



The agency, which posted fee income of pounds 1.5 million in 1999, will

continue to be run by president Sophie Renard and will be known as

Brodeur SRRP.



The deal also gives Brodeur a stake in SRRP 1, spun off last year to

work with local start-up companies.



SRRP is the sixth European agency to enter an equity agreement with

Brodeur in three years. The others are: Schoep and Van der Toorn

(Netherlands), Image Time (Italy), A Plus (UK), Comunicacion Empresarial

(Spain) and Kohtes and Klewes (Germany). Brodeur Worldwide President

Andrea Carney said the acquisition rounds off Brodeur’s offering in

continental Europe.



’Part of our strategy in Europe was to look at established cornerstones

in key markets,’ she said.



She added that the relationship between the two firms is unlikely to

change significantly, as Brodeur has treated SRRP as an equity partner

since the two began working together nine years ago. She added that the

timing for Brodeur to take a stake only recently became ’mutually

beneficial’.



SRRP, which has its headquarters in Paris, works with brands such as

Lycos, Minolta and Adobe. Brodeur and SRRP already work together on

shared clients IBM and Avnet.



Mike Copland, managing director of EMEA for Brodeur Worldwide, said:

’For a company coming through Brodeur and looking to be serviced

throughout Europe, the starting points are the UK, Germany and France.’



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