Brunswick has won a brief to advise Electricite de France (EdF) on
strategic PR surrounding its part in the hostile pounds 3bn bid for
Montedison - one of Italy's largest industrial conglomerates.
EdF drafted in financial PR help to deal with international media
relations, which includes the UK and all regions outside the firm's
Brunswick will advise EdF on its positioning in the international media,
working alongside PR agency Euro RSCG, which is handling all French
The team has been tasked with helping communicate EdF's side of the
story to the media across Europe. A part of the remit may also include
some public affairs.
A team of eight, led by partner Rurik Ingram, works on the brief from
Brunswick's offices in London, Paris and Brussels.
EdF recently formed a bidding group, called Italenergia, with Fiat and
three Italian banks, to buy the majority stake in Montedison, gaining 52
per cent of the energy and industrial holding company. The Montedison
board rejected the hostile offer, but did not mount a counter bid.
EdF's role in Italenergia and Montedison is now being looked at by the
European Commission and the body is deciding whether the deal should be
referred to the competition authorities in Brussels.
The EC has in the past taken a tough line on deals involving EdF, which
has a monopoly on the French electricity market.