Soady joined Capital two years after leaving Citigate Dewe Rogerson, where he was an international MD responsible for transactional work, investor relations and market research. He was one of the original Dewe Rogerson directors who saw through the sale of the agency to Incepta’s Citigate Communications in 1999.
While at Dewe Rogerson Soady worked on several of the 1990s’ major transactions, including the privatisation of Poland’s leading commercial bank, Bank Handlowy in 1997.
He also worked on the firm’s account to privatise Germany’s fixed-line giant Deutsche Telekom.
After Incepta’s acquisition, Soady was given the key role of international transactions MD at CDR.
In late 2000, Soady and then deputy chairman Cary Martin denied their involvement in a breakaway agency being set up to rival CDR, though Soady was to quit the firm following the end of his earn-out arrangement one year later.
M co-founder Hugh Morrison said Soady’s appointment would allow the firm to bid on its own for European transaction work which it previously had to work on with others.
M worked with Soady on Belgacom’s IPO earlier this year (PRWeek, 19 March).