BRUSSELS: GCI Europe is understood to be in discussions to acquire
a majority stake in its Belgian affiliate agency, Attitudes PR.
The acquisition is the first stage in GCI’s strategy to consolidate its
presence in what it considers to be key European markets - Belgium,
Spain and Norway - where it only has affiliate agency relationships.
Attitudes, which specialises in financial services, consumer, healthcare
and IT PR, has had such a relationship with GCI for the past two
years.
It counts ten staff and clients including Novartis, Nokia and Packard
Bell. The firm registered a fee income for 1998 of over pounds
550,000.
Attitudes is headed by MD Chris Decroix, who holds a majority stake in
the agency. Attitudes and GCI co-operate on clients, including Procter
and Gamble and Braun, for which they handle consumer PR.
GCI Europe marketing and development vice-president Gertrude Bakel said:
’We are looking at acquisitions to fill holes in our European offering.’
Bakel and Decroix declined to comment on GCI’s current negotiations with
Attitudes.
Edited by David McCormack.
