Huntsworth unveiled the creation of the combined financial comms and PA brand only last year (PRWeek, 7 May 2004). The original rebranding followed Huntsworth's acquisition of a 60 per cent stake in Hudson Sandler.
GCG senior managing director Christopher Bunting admitted that the 'marketing-driven decision' to create a PA and financial comms brand had failed.
'Hudson Sandler has an extraordinary reputation in the City,' Bunting said. 'We felt that the addition of a global brand was not necessary or helpful.' Hudson Sandler chairman Michael Sandler said the change was purely 'cosmetic'.
Last month Huntsworth and Incepta brought GCG - which stands for Global Consulting Group - together with the Incepta-owned agency Citigate Public Affairs (PRWeek, 8 July).