Border TV hires Ludgate to fight Scottish bid

Border Television has appointed Ludgate Communications as it mounts a defence against the hostile bid from Scottish Radio Holdings announced earlier this month.

Border Television has appointed Ludgate Communications as it mounts

a defence against the hostile bid from Scottish Radio Holdings announced

earlier this month.



Ludgate was recommended to Border by the television group’s financial

advisers KPMG, and having made a proposal, was asked to provide media

relations, analyst relations and strategic communications advice for the

target.



The move follows the appointment of financial PR agency Gavin Anderson

and Company to support Scottish Radio Holdings’ assault. Gavin Anderson

was appointed in part because Buchanan Communications, which is the

incumbent financial agency, has a number of other media accounts,

including the radio group Chrysalis, which is seen as a potential bidder

for Border.



Scottish wanted to avoid the potential conflict of interest. It has yet

to be confirmed whether Buchanan will continue working on other areas of

interest.



Reg Hoare, managing director of the financial PR division of Ludgate,

said: ’Essentially we will be giving them advice on drafting defence

documents.



This will involve an official one and press releases.



’We will be using these conduits to try to influence investors to stay

loyal to us. A lot of the work will involve good old-fashioned talking

on the phone to get our message out which is that ’they need us more

than we need them’.’



Ludgate will be retained for the duration of the bid, which is likely to

be 60 days, but could be longer if any other companies submit counter

bids. Ludgate reports to Border’s chief executive Paul Corley.



Byron Ousey, the managing director of Gavin Anderson, said: ’We will be

focusing very much on Scottish’s superb track record over the last five

years in delivering growth through acquisition.’



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in