Cemex hires Maitland to handle RMC takeover bid

Mexican cement giant Cemex is using The Maitland Consultancy to handle PR surrounding its £2.3bn planned takeover of the world’s largest ready-mixed concrete producer RMC – which dumped the agency just last month.

Maitland chief executive Angus Maitland, who heads the account, admitted the move was ‘fairly strange’, coming weeks after parting company with UK-based RMC after eight years (PRWeek, 10 September).

He said: ‘The priority with Cemex is to make sure there is a good understanding of the move among the media and the markets and to build a profile of Cemex in Europe.’

Maitland is co-ordinating global PR, which involves the AMO network of agencies that also includes Abernathy MacGregor, Euro RSCG C&O and Hering Schuppener.

At Cemex, Maitland reports to executive vice-president of planning and finance Hector Medina and works alongside UK-based head of communications Javier Trevino.

The planned acquisition, which was announced earlier this week, follows a period of restructuring at RMC, including the appointment of David Munro as CEO in January and the hiring of Citigate Dewe Rogerson to replace Maitland.

Last month, RMC posted a pre-tax profit rise of £12.1m to £62.8m for the six months to the end of June.

Although the figures were in line with expectations, the firm had been affected by stoppages to a key plant and an economic slowdown in Germany. The UK and Germany account for just under a half of RMC sales.

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