Brunswick to advise EdF on pounds 3bn hostile bid

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

France HQ.



Brunswick will advise EdF on its positioning in the international media,

working alongside PR agency Euro RSCG, which is handling all French

media.



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.



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