LONDON: Publicis Groupe has purchased a 50.1% stake in Freud Communications, a large independent consumer PR agency in Britain.
The firm's founder is Matthew Freud, great-great grandson of Sigmund Freud, whose nephew was Ed Bernays, one of the original practitioners of modern PR.
The sale was spurred by client demand for more international work and expertise, said Kris Thykier, Freud's vice chairman. Freud clients include Nike, Tropicana, Nescafe, Jack Daniel's and AOL. It's been expanding its corporate, film, entertainment and international divisions, taking on clients such as Sony Pictures Entertainment, Nestle, Time Warner, and Pepsico.
The Freud name will continue to exist after the Publicis deal.
Freud becomes part of Publicis' public relations and corporate communications group (PRCC).
"The addition of Freud Communications to the group will strengthen our consumer capabilities," said PRCC chairman Louis Capozzi.