BOSTON: IBM's $50 million PR reshuffling, plus a general
slowdown in the tech market, has led Brodeur Worldwide to lay off 60
employees - just over 18% of its total US workforce of 335.
The US staff now numbers 275 in the US, and 450 abroad.
While Brodeur is part of One Blue, the Omnicom agency created to serve
IBM's customer contact PR, Andrea Carney, CEO of Brodeur, said in a
statement that Brodeur's IBM revenue still took a hit.
For 13 years, Brodeur was one of 50 PR agencies servicing IBM. Last
month, IBM shifted to Magnet Communications, Text 100, and One Blue as
its three major agencies for worldwide PR services. One Blue will pull
talent from the entire Omnicom network, but account revenue will reside
in One Blue, and not at any one agency.
The layoffs cut across all functional departments and offices.
Brodeur follows in the footsteps of TSI Communications, a 12-year IBM
agency that laid off half its staff when IBM pulled TSI's $10
In her statement, Carney was positive about the agency's future: "We
have a solid pipe-line, and are far less reliant on any one major
account going forward. We will emerge from this experience a stronger,
Brodeur wins this year include Novell, Travelocity, and IronMountain.