Canadians enter New York PR field with Bratskeir & Co

NEW YORK: Bratskeir & Co. has been acquired by Margeotes Fertitta & Partners, a New York ad firm owned by the aggressively acquisitive Canadian company, Maxxcom.

NEW YORK: Bratskeir & Co. has been acquired by Margeotes Fertitta & Partners, a New York ad firm owned by the aggressively acquisitive Canadian company, Maxxcom.

NEW YORK: Bratskeir & Co. has been acquired by Margeotes Fertitta & Partners, a New York ad firm owned by the aggressively acquisitive Canadian company, Maxxcom.

The news comes weeks after MF&P's purchase of the New York direct marketing agency Chinnici Direct.

Maxxcom is a subsidiary of MDC Corporation, formed in November, and trumpets an approach to parenting that it dubs Perpetual Partnership.

'This industry is fundamentally entrepreneurial,' said Beverley Morden, Maxxcom's president. 'You can't own companies, but you can help them grow their business.' Maxxcom acquires stakes between 51.1% and 80% and provides human resources, strategic planning and research.

Bratskeir is Maxxcom's only dedicated PR agency in the US, though it has a number of ad and DM outfits including Colle & McVoy in Minneapolis, Fletcher Martin Ewing in Atlanta, and Accent Marketing in Louisville, KY. Its first acquisition outside North America came with the September purchase of UK DM agency, Interfocus.

With revenues of dollars 360 million, MF&P handles advertising for clients such as Godiva Chocolate, McGraw Hill, Campbell Soup and the NFL.

'Bratskeir will be a standalone agency,' explained George Fertitta, MF&P president. 'A lot of clients ask you what your full service capabilities are. This is another integrated service we can offer when we pitch bigger clients.'

Fertitta confirmed that the agencies were already pitching together and have been shortlisted for a large New York account.

With 30 employees and dollars 4.5 million in billings, Bratskeir boasts a client list that includes household names such as Chiquita Banana, Hasbro Toys, Bristol-Myers Squibb and 1-800 Flowers.

Fertitta vowed to maintain a hands-off approach to Bratskeir's operations, consistent with the Perpetual Partnership ethos. 'We have no interest in trying to exert controls,' he said.

MAXXCOM'S M&AS

Maxxcom has acquired the following marketing and communications agencies in the US since November 1999

- Accent Marketing

- TargetCom, which includes bang!zoom and etelligence

- Colle & McVoy, which includes MacKenzie Marketing; Sable Advertising; Wernimont & Paullus; Fiola Marketing and Sand Castle Group Fletcher Martin Ewing Margeotes Fertitta & Partners, which includes Bratskeir & Co. and Chinnici Direct.





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