Brodeur aligns with star PR shop Lippin

BOSTON: Brodeur Worldwide has become the latest agency to go Hollywood, cementing an alliance last week with The Lippin Group, an entertainment and media PR agency.

BOSTON: Brodeur Worldwide has become the latest agency to go Hollywood, cementing an alliance last week with The Lippin Group, an entertainment and media PR agency.

BOSTON: Brodeur Worldwide has become the latest agency to go

Hollywood, cementing an alliance last week with The Lippin Group, an

entertainment and media PR agency.



What makes this partnership different from earlier PR/entertainment

pairings (such as Ogilvy’s acquisition of Baker/Winokur/Ryder) is that

it’s not designed to match celebrity spokespeople with products.



Rather, the firms hope to integrate film, music and other content with

distribution vehicles such as the Internet and TV sets.



’This is right in line with where we think clients are headed,’ said

Brodeur president Andrea Carney, who cited the AOL/Time Warner and

Viacom/CBS megamergers as examples.



Lippin’s client roster includes Baywatch, Eric Clapton, the Academy of

Television Arts & Sciences, Universal and the Primetime Emmy Awards.



As for Brodeur’s decision to partner with The Lippin Group rather than

expand via acquisition, Carney said that Brodeur generally only acquires

companies who offer services that are ’mission critical’ to 90% of its

business.



However, neither Brodeur nor Lippin ruled out the possibility of an

acquisition further down the line. ’We felt more comfortable with this

as a starting point,’ said Lippin chair and chief executive Dick

Lippin.



While the two agencies are not currently sharing any clients, Carney

pointed to several new business prospects that would benefit from the

firms’ combined capabilities.



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