HBOS turns to Brunswick

HBOS has called in Brunswick to provide comms support during its takeover by Lloyds TSB.

Critical Counsel: Alan Parker
Critical Counsel: Alan Parker

The agency will advise senior management and Shane O'Riordain, general manager group communications, on the media management around the high-profile deal. Brunswick will provide ‘strategic advice and day-to-day assistance during the acquisition process,' O'Riordain confirmed.

The account will be led by Brunswick partner Jonathan Glass, but O'Riordain said the firm will also have the ‘advice and council' of the agency's chairman Alan Parker when needed.

The media relations brief includes both national and regional press and Brunswick will also lend assistance to HBOS's existing government relations operation. ‘Brunswick is excellent at the relationship between media and government so we will be looking for their insight in that area,' O'Riordain said.

Brunswick will work with HBOS for the duration of the acqusisition, which is expected to be finalised in early 2009.

Although the deal has generally been well received in the City, some reports criticised the £2m of shares due to HBOS CEO Andy Hornby following the merger. A number of politicians have also expressed concern over the extent of predicted job cuts and the possible loss of the long-standing Bank of Scotland brand.

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