COMMENT: Editorial - Does PR need any added celebrity?

Last week’s news that Creative Artists Agency (CAA) acquired an estimated 40% stake in PR firm Shepardson Stern & Kaminsky (SS+K) set off alarms. Some were thrilled by the presence of a glamorous new type of player - Hollywood talent shops with Hollywood stars - in the agency-acquisition game, while others rejoiced that their prattle about ’synergy’ was finally being justified by events in the real world.