NEW YORK: In a move that adds dollars 9 million in fees to the firm’s bottom line, Edelman has completed its acquisition of Rowland’s international operations (PRWeek, May 22).
NEW YORK: In a move that adds dollars 9 million in fees to the
firm’s bottom line, Edelman has completed its acquisition of Rowland’s
international operations (PRWeek, May 22).
The deal creates a new alliance between Edelman and Rowland’s parent
company, Saatchi & Saatchi, which is in the process of being acquired by
Publicis. It could well pay off for Edelman in a major way: one of S&S’s
biggest clients is Procter & Gamble, which was reportedly very eager for
the ad agency to align with a global PR firm.
Here’s how the pieces will fall into place: the holding company Daniel
J. Edelman Inc. will pick up the London, Hong Kong and Australian
offices of Rowland, while Incepta-owned Citigate will acquire the
dollars 1 million Milan office.
Rowland’s dollars 4 million London office will then become part of
Edelman’s new-media-oriented sister agency, PR21. The Australian and
Hong Kong offices, in turn, become part of the Edelman Worldwide
The Rowland deal obviously drastically alters the overseas strategy of
Edelman and PR21. ’Right now, 65% of our business is in the US,’ said
prexy Richard Edelman. ’We want to move that more towards a 50/50 split.
The aim is to increase global clients.’
Edelman currently counts Ericsson, UPS and Johnson & Johnson among its
biggest global accounts.