MOSCOW: Porter Novelli International (PNI), the world’s
third-largest PR network, has signed a deal to operate in Russia with
the country’s largest PR business, Triangle Consulting Group.
The deal was agreed in Moscow last week between Peter Hehir, UK-based
PNI chairman and Andrei Tere-benin, Triangle’s CEO.
Triangle consists of three smaller firms; Mikhailov and Partners, a
full-service agency with a focus on crisis and issues management,
government and investor relations, healthcare and technology PR; RIM, a
recently-founded public affairs consultancy; and ICCG, which adds
corporate and internal communications to Triangle’s service
Under the deal, Triangle, with over 300 staff across Russia, becomes
PNI’s exclusive partner when its clients require work in Russia. If
successful, the arrangement - involving no equity transaction at this
stage - will be formalised with share take-ups and seats for the key
players on the relevant boards next year.
Senior Triangle staff will attend the PNI annual conference in Buenos
Aires this April.
Hehir highlighted the advantage of experienced local staff running
Russian accounts rather than foreign handlers as a key reason for
choosing Triangle as PNI’s partner. He said: ’Triangle coming together
to form the country’s dominant communications consultancy has impressed
us, the market and our clients.’