BOSTON: Brodeur Worldwide has become the latest agency to go Hollywood, cementing an alliance last week with The Lippin Group, an entertainment and media PR agency.
BOSTON: Brodeur Worldwide has become the latest agency to go
Hollywood, cementing an alliance last week with The Lippin Group, an
entertainment and media PR agency.
What makes this partnership different from earlier PR/entertainment
pairings (such as Ogilvy’s acquisition of Baker/Winokur/Ryder) is that
it’s not designed to match celebrity spokespeople with products.
Rather, the firms hope to integrate film, music and other content with
distribution vehicles such as the Internet and TV sets.
’This is right in line with where we think clients are headed,’ said
Brodeur president Andrea Carney, who cited the AOL/Time Warner and
Viacom/CBS megamergers as examples.
Lippin’s client roster includes Baywatch, Eric Clapton, the Academy of
Television Arts & Sciences, Universal and the Primetime Emmy Awards.
As for Brodeur’s decision to partner with The Lippin Group rather than
expand via acquisition, Carney said that Brodeur generally only acquires
companies who offer services that are ’mission critical’ to 90% of its
However, neither Brodeur nor Lippin ruled out the possibility of an
acquisition further down the line. ’We felt more comfortable with this
as a starting point,’ said Lippin chair and chief executive Dick
While the two agencies are not currently sharing any clients, Carney
pointed to several new business prospects that would benefit from the
firms’ combined capabilities.