DETROIT: MS&L has bought Hass Associates, nearly doubling its presence in Detroit, and solidifying its position as a major PR agency for General Motors.Hass, founded in 1994, has annual income of roughly $5 million. The new operation, Hass MS&L, will have a combined income of $12 million, further shoring up MS&L's already runaway lead in the city.
Mark Hass will become CEO of the new organization, with Stan Stein, the MS&L SVP who had run the firm's Detroit office, staying on as a MD.
Lou Capozzi, MS&L's CEO, said discussions on the acquisition began last fall.
MS&L was attracted by Hass' reputation for using technology in PR. Hass offers a product called MediaQuotient to measure corporate reputation.
MS&L was also attracted to Hass because of the corporate work the agency has done for GM. Hass has worked in the environment and safety areas for the automaker.