Brunswick's M&A formula in Xerox-ACS deal

Earlier this month, Ad Age published a story that looked at the similarities between Brunswick Group's PR work with InBev during its takeover...

Earlier this month, Ad Age published a story that looked at the similarities between Brunswick Group's PR work with InBev during its takeover of Anheuser-Busch and what it's doing on Kraft's behalf in its attempts to acquire Cadbury.

With that in mind, I asked Brunswick if that formula is being used in the firm's work with ACS in its acquisition deal with Xerox. While he wouldn't offer details about the Kraft situation because it's ongoing, Mike Buckley, partner with Brunswick Group, said the ACS deal is different.

"Both InBev and Kraft started as hostile takeovers," he said. "This is an agreed transaction. Both Xerox and ACS used video, utilized social media, and I think the bottom line is, on any significant corporate announcement, you have to look at all the available tools in the toolkit."

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