NEW YORK: In the latest of a long series of changes, IR firm Morgen-Walke has undergone a rebranding, and will now be known is FD Morgen-Walke.
The renamed firm will be placed under a newly announced European and US financial communications network called FD International. The network will be headed by UK-based Financial Dynamics chief Charles Watson, and will comprise all of parent company Cordiant's financial communications holdings, including Financial Dynamics.
Each firm within the network will continue to keep separate profit-and-loss statements. The effort appears to be an attempt by Cordiant to find the transatlantic synergies between Morgen-Walke's strong IR consultancy business, and FD's strength in financial-transaction PR.
"We aren't trying to build another multinational communications practice, Watson said. "We're trying to build a multi-local offering, whereby we're united by a common branding, but have strong business within each firm's domestic market."
The previous international brand created by Cordiant, Business Communications International, was shelved in early 2002.