PARIS: Brodeur Worldwide bolstered its overseas hi-tech practice
last week by acquiring a 35 per cent stake in French agency Sophie
Renard (SRRP) - a firm with which it was already affiliated.
The agency, which posted fee income of pounds 1.5 million in 1999, will
continue to be run by president Sophie Renard and will be known as
The deal also gives Brodeur a stake in SRRP 1, spun off last year to
work with local start-up companies.
SRRP is the sixth European agency to enter an equity agreement with
Brodeur in three years. The others are: Schoep and Van der Toorn
(Netherlands), Image Time (Italy), A Plus (UK), Comunicacion Empresarial
(Spain) and Kohtes and Klewes (Germany). Brodeur Worldwide President
Andrea Carney said the acquisition rounds off Brodeur’s offering in
’Part of our strategy in Europe was to look at established cornerstones
in key markets,’ she said.
She added that the relationship between the two firms is unlikely to
change significantly, as Brodeur has treated SRRP as an equity partner
since the two began working together nine years ago. She added that the
timing for Brodeur to take a stake only recently became ’mutually
SRRP, which has its headquarters in Paris, works with brands such as
Lycos, Minolta and Adobe. Brodeur and SRRP already work together on
shared clients IBM and Avnet.
Mike Copland, managing director of EMEA for Brodeur Worldwide, said:
’For a company coming through Brodeur and looking to be serviced
throughout Europe, the starting points are the UK, Germany and France.’