NEW YORK - A mega-merger of Weber Shandwick Worldwide and BSMG is under "serious consideration" if Interpublic's acquisition of True North goes ahead later this month, sources confirmed this week.
WSW CEO Larry Weber said it was one of several alternatives he was looking at: "We're looking at all the options," he said. "We're looking at everything," echoed BSMG CEO Harris Diamond.
As well as the WSW/ BSMG merger, which would create a $540 million agency with strength in every key sector and region across the world, options include merging BSMG with Golin/Harris, which is thought to be less likely because of greater overlap; keeping the three agencies as distinct operations, each allied to a major IPG ad agency; and appointing Diamond as CEO of WSW and giving the top job at BSMG to vice-chairman Andy Polansky.
Both Diamond and Weber stressed such possibilities were academic, however, until the completion of the True North sale, on which a decision is expected between June 18th and July 1st.