DIARY: Starfish doubles divisions with two new mergers

Never say that PRWeek doesn't keep abreast of the latest industry

trends. Just a fortnight ago we foretold the new fashion for smaller

agencies to merge into slightly larger agencies in the name of financial

security (PRWeek, 9 November), and lo and behold, news of a double

merger arrives.

Starfish Communications this week announced that it has merged tonic PR

and Adrenaline Promotions into the agency, thus creating two new

divisions: a predominantly tonic-based fashion division, and an events

division loosely formed around Adrenaline's client-base.

According to Starfish joint managing partner Sally Fearfield, the agency

found the target firms through its own network of contacts, before

'bringing them into the company but with no financial transactions'.

The good news continues for M&A fans, though: Fearfield admits that the

agency is also looking at strengthening its B2B and corporate comms arms

and is in talks with a number of smaller agencies.

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