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
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.