Cordiant moves to redefine muddled BCI agency brand

LONDON: Cordiant Communications has installed Charles Watson, CEO of Financial Dynamics (FD), to serve as CEO of its rudderless PR network, Business Communications International (BCI).

LONDON: Cordiant Communications has installed Charles Watson, CEO of Financial Dynamics (FD), to serve as CEO of its rudderless PR network, Business Communications International (BCI).

His first order of business is to meld his former agency - along with New York-based Morgen-Walke (MW) and the group's other member shops - into a common brand before the first half of 2002 is through.

"There has been a definite change in strategy,

said Watson, who will fill the void left at BCI by the acrimonious ousting of CEO Nick Miles and group MD Hugh Morrison in January.

"What has been known as BCI was very much a top-down approach - a holding company that was created above a collection of agencies,

said Watson.

"The new strategy will be almost exactly the opposite. It has emerged from the businesses themselves."

While there is speculation that it's only a matter of time before either or both the FD and MW names are scrapped and combined earnings are reported, Watson said those decisions will be made as the on-going review of BCI's operations moves forward.

BCI was formed to house Abernathy MacGregor, which Cordiant was poised to buy when it was outbid by Havas.

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