Helena Bloomer, currently Slam’s managing director, will report to James Allman, chairman of DeVries Global, who is based in New York City.
Bloomer has worked for Slam PR since its launch in 2006. The agency currently employs 25 people in London and works for Zippo, Tanqueray Gin, PepsiCo and Durex.
The moves mean that DeVries effectively becomes an international PR ‘micro-network’ with offices in New York, London, Beijing and Singapore. It now employs more than 200 staff and concentrates on ‘beauty, fashion and better living’ campaigns.
DeVries’ biggest client is Procter & Gamble, which is demanding digital solutions on a pan-global basis. The arrangement also enables the other IPG PR networks to work for arch-rival Unilever.
‘This is a new way of building a comms network,’ Allman told PRWeek. ‘It is a mid-sized and very focused business, with a close-knit international team. DeVries is multi-national but very digitally-centred.’