Canadian firm National PR creates holding company Avenir Global

Avenir Global will manage National PR, Axon Communications, Madano, and Shift Communications.

From left: Andrew Molson, Valérie Beauregard, Jean-Pierre Vasseur, Royal Poulin
From left: Andrew Molson, Valérie Beauregard, Jean-Pierre Vasseur, Royal Poulin

MONTREAL: National PR has established a holding company called Avenir Global, which will manage the firm along with its subsidiaries Madano, Axon Communications, and Shift Communications.

Avenir Global will sit within Res Publica Consulting Group, alongside Cohn & Wolfe Canada, with National PR, Axon, Madano, and Shift under it.

The new holding company is led by Res Publica’s management team. Andrew Molson will serve as chairman, Jean-Pierre Vasseur as president and CEO, Royal Poulinas as EVP and CFO, and Valérie Beauregard as EVP.

Ralph Sutton, international managing partner at National PR, said the subsidiaries will retain their names and clients. The new holding company will allow agencies to work together and pull resources or expertise from the other subsidiaries.

The change was driven by the firm's international growth. About 60% of National’s business is outside of Canada, Sutton said.

"Through organic growth and through acquisitions, we see our global business growing," Sutton said. "The name National is very strong in Canada, but not for global operations, hence the name Avenir Global. We have some things we want to be doing in terms of opening up new services and new areas, we’re very actively looking at acquisitions as well."

National PR has nine offices in Canada, along with locations in New York, London, and Copenhagen. It acquired Shift Communications in 2016, TMX Equicom in 2015, which became National Equicom; and London-based communications consultancy Madano in 2013.

Avenir Global has 550 staffers in 17 offices across Canada, the U.S., and Europe. Representatives from Avenir could not be immediately reached for comment.

This story was updated on November 9 with additional information.

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