MS&L snaps up workplace specialist Deeley Trimble

ATLANTA: Hoping to help clients retain and motivate their best employees, Manning, Selvage & Lee has acquired Deeley Trimble & Co. (DT), a dollars 2.5 million workplace communication specialist based in Atlanta.

ATLANTA: Hoping to help clients retain and motivate their best employees, Manning, Selvage & Lee has acquired Deeley Trimble & Co. (DT), a dollars 2.5 million workplace communication specialist based in Atlanta.

ATLANTA: Hoping to help clients retain and motivate their best

employees, Manning, Selvage & Lee has acquired Deeley Trimble & Co.

(DT), a dollars 2.5 million workplace communication specialist based in

Atlanta.



The acquisition allows MS&L to establish a new global workplace

communications practice - a capability only a handful of multinational

firms offer. The agency will absorb DT’s operations into its own.



The merger was conceived during a lunch last spring by MS&L/Atlanta

managing director and SVP Jan Lewin and DT co-founder and partner Anne

Deeley.



’I mentioned to her that I was looking for appropriate acquisitions in

Atlanta,’ explained Lewin, who said Deeley was immediately receptive to

the idea. ’They are this little-known boutique jewel with blue-chip

clients.’ Current DT clients include BellSouth, Delta and Pillsbury.



MS&L is betting that the deal will bolster its global corporate

communications practice, led by Joe Gleason of the firm’s DC office.

During negotiations with DT, Gleason said he was impressed by the

agency’s campaign-oriented approach to employee communications.



’They don’t believe you motivate employees by sending them a memo,’ said

Gleason. ’When (a fast-food company) wants to sell more fries, they

develop a campaign that engages the employees in a way that motivates

them to sell more french fries.’



DT, which has specialized in workplace communications for more than 20

years, has worked with MS&L’s Atlanta and Detroit offices before, on the

firm’s successful Coca-Cola Enterprises pitch and the merger of Meritor

Automotive and Arvin Industries. As the acquisition moved into its final

stages last week, DT began working with MS&L/Chicago on an undisclosed

airline industry RFP.



Deeley and Karlenne Trimble will lead the new workplace communications

practice from Atlanta. Among DT’s flagship services are Rapport

Communications, a customized Intranet application designed to foster

customer loyalty, and Personality, a program to help employees better

understand their company’s brand messages.



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