Maxxcom buys two integrated shops, hunts for more

TORONTO: Canadian holding company Maxxcom last week purchased twointegrated shops - one in the US and one in Canada - and its buyingbinge may just have gotten started.

TORONTO: Canadian holding company Maxxcom last week purchased two integrated shops - one in the US and one in Canada - and its buying binge may just have gotten started.

TORONTO: Canadian holding company Maxxcom last week purchased two

integrated shops - one in the US and one in Canada - and its buying

binge may just have gotten started.

The company bought the Atlanta-based, dollars 70 million PR and ad shop

Fletcher Martin Associates as well as a majority interest in Montreal's

Allard & Associates, a firm that does PR, ads and direct marketing.

Allard will be merged with another Maxxcom property, LBJ/FRB, to create

Allard Johnson Communications.

The Fletcher acquisition, which took approximately four months to

complete, sates Maxxcom's desire to blanket the Southeast. Among

Fletcher's clients is the largest Arby's franchisee in the US.

Buying Allard and combining it with LBJ/FRB, on the other hand, gives

Maxxcom dominance in its home country. The newly merged operation will

boast 130 employees.

According to president Beverley Morden, the company's next step will

likely be a PR buy in New York. Morden said that other Maxxcom PR

operations have been thirsting for a greater NY presence. Likely targets

include firms in the dollars 10 million range.

Maxxcom's modus operandi is to seek out agencies whose owners want to

remain active after the sale. 'You can't own entrepreneurs - the best

you can do is join up with them,' Morden said.

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