Grayling Group merges Profile with lobby shop

The Grayling Group has acquired Profile Corporate Communications

and merged it into its London lobbying shop, Westminster Strategy.

The deal, for an undisclosed sum, sees five Profile employees join WS,

bringing that agency's staff count to 35.

Profile MD Susan Eastoe will join the WS board but the Profile name will

remain in place for some time within the Grayling Group in the context

of corporate social responsibility work.

Diageo, Sainsbury's and Aventis Pharma are among the clients Profile

adds to the WS roster. It also brings fees of almost £1m.

Profile has had a varied ownership record. Launched in 1981, it was

bought by the then Broadstreet Group ten years later, before being taken

over by ad agency BDDP. Eastoe, who had been at Profile since 1998, led

a management buy-out in 1993.

The agency now joins Grayling, which has itself been taken over by Lopex

and then Havas in the last three years.

Eastoe, who will now report to Grayling Political Strategy MD Leighton

Andrews, said: 'There is a natural fit between our client base and


Profile's other clients include the Falkland Islands government and the

Corporate Responsibility Group.

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