EDITORIAL: Lopex wins every way with Havas

The board at Lopex will no doubt heave a sigh of relief this week, safe in the knowledge that shareholders willing, the appearance of a white knight in the shape of Havas has saved the integrity of the Grayling and Westminster Strategy brands.

The board at Lopex will no doubt heave a sigh of relief this week,

safe in the knowledge that shareholders willing, the appearance of a

white knight in the shape of Havas has saved the integrity of the

Grayling and Westminster Strategy brands.



The rationale for a sale was obvious. Despite reasonable growth over the

last few years, the Lopex PR brands have slowly slipped down the table,

elbowed out by the increasing consolidation of the market. If the brands

were to survive and grow, Grayling needed to chose a niche or, more

appropriately, increase its critical mass. But Lopex simply didn’t have

the capitalisation necessary for its PR businesses to make this

transition.



Havas has been waiting in the wings for some time, but the bullish

statements emanating from Incepta (PR Week, 9 July) might have helped

whet Lopex’s appetite for Havas’ offer. The Diversified Agencies and

Euro RSCG Worldwide divisions work to different agendas - the former

seeks to strengthen local markets and brands, while the latter is bent

on global domination with unified brands such as the recently launched

below-the-line operation Sales Machine.



The fact that the Lopex brand will represent the sole European PR

interest of Diversified Agencies, placing it at arms’ length from Euro

RSCG’s international PR brand, seems to confirm Lopex’s hopes that it

has not only secured the prerequisite financial clout, but will also be

allowed the autonomy to continue building its PR brands.



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