The proposed deal under which advertising legend Saatchi and
Saatchi will sell part of the Rowland company to Edelman PR Worldwide
makes sense for both sides and leaves only minor loose ends to be tied
Building another global agency is the logical next step for the world’s
largest remaining independent. With four offices in the Edelman-owned PR
21 chain operating in US already, it is a shrewd move to buy a
ready-made PR operation in London and rebrand it alongside them.
From Saatchi CEO Kevin Roberts’ point of view, it raises useful capital
for the listed company while leaving intact the company’s core business:
advertising. It also allows the company to retain its Dupont and P&G
accounts without having to stick with an agency of which it clearly
wished to rid itself. In London, Edelman’s two distinct outfits will
have to learn to do business separately. There may, in time, be
economies of scale available by moving the combined workforce into the
same building. But these are loose ends; the general pattern emerging is
a healthy one.