Post Cassidy deal, Shandwick goes global with public affairs

WASHINGTON, DC: Shandwick has finally unveiled the first phase of its ’1,000-day plan,’ introducing a new global public affairs group to be based in Washington, DC.

WASHINGTON, DC: Shandwick has finally unveiled the first phase of its ’1,000-day plan,’ introducing a new global public affairs group to be based in Washington, DC.

WASHINGTON, DC: Shandwick has finally unveiled the first phase of

its ’1,000-day plan,’ introducing a new global public affairs group to

be based in Washington, DC.



The plan, set up last fall by US CEO Michael Petruzzello, is designed to

double the size of the Shandwick network in the next three years - an

ambitious task, given that the agency’s network already encompasses more

than 100 cities in 54 countries.



Upping the firm’s public affairs practice to the global level was

expected once Shandwick had acquired The Cassidy Companies, a

conglomerate of DC government and public affairs firms (PRWeek, Sept.

27, 1999). Suddenly, Shandwick zoomed from being a significant but not

dominant player on the Washington PR scene to far and away the region’s

largest firm. Estimates of the price Shandwick paid for Cassidy’s

holdings have started at dollars 70 million.



Based in London, Shandwick is the only one of the top DC public affairs

shops that boasts roots outside of the US. This, according to

Petruzzello, imbues the agency with an advantage in its ability to deal

sensitively with different political cultures.



Asked to explain the boom in the public affairs sector, Petruzzello

cited the increased power of international bodies such as the World

Trade Organization and the World Health Organization. Groups like these,

he explained, not only wield extensive power in their respective

sectors, but also in the realm of international mergers and the ongoing

globalization of commerce.



Colin Byrne, chief executive of London-based Shandwick Public Affairs,

said that most public affairs firms have no more than alliances with

firms in other influential cities. If Shandwick’s global public affairs

model truly succeeds, it should be able to provide greater coordination

and consistency in executing international campaigns.



Petruzzello and Washington CEO Gerald Cassidy will be visiting with

agency personnel in London and Brussels at the end of the month, and

will travel to Asia later in the year.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.