GCI, Berrier agree to sever alliance, 'develop independently'

NEW YORK: Berrier Associates has split with PR agency GCI Group, ending an alliance in which the firms work together to produce surveys to promote client products.

NEW YORK: Berrier Associates has split with PR agency GCI Group, ending an alliance in which the firms work together to produce surveys to promote client products.

NEW YORK: Berrier Associates has split with PR agency GCI Group, ending an alliance in which the firms work together to produce surveys to promote client products.

Berrier made the unusual step last week of issuing a press release to announce that its marketing and sales agreement - signed last year - had been 'terminated.'

The two companies worked for clients such as Sola Optical and GiftCertificates.com.

GCI entered the alliance in April 1999 with great fanfare, claiming it would provide clients with the sophisticated primary research and evaluation techniques they've been seeking. By July of that year the two had launched a pro-merger research service to test company cultures are compatible.

Robert Pearson, president of GCI North America, confirmed that his firm would look to develop the Grey-owned PR shop's in-house research department.

'There are a lot of research needs for IR, management and consumer products.' Pearson said GCI would likely partner with another research firm, though he wouldn't say if any talks were going on.

Pearson said the termination of the agreement was mutual and characterized it as a 'loose alliance.'

'There was no contract. Robert Berrier wants to go his own path,' said Pearson, adding that Berrier would continue to do project work.

Robert Berrier, president of Berrier Associates, could not be reached at press time, but said in a statement: 'We believe both companies can best develop independently.'The statement also said Berrier would look to partner with other consulting firms or PR agencies.





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