Next Fifteen, whose CEO Tim Dyson brokered the deal alongside Applied CEO and founder Alan Kelly, plans to merge Applied’s PR operations with that of its subsidiary Bite Communications, creating an agency of 100 staff.
All Applied PR clients – including BEA Systems and VeriSign – will move to Bite. That agency’s CEO Clive Armitage will relocate from London to San Francisco to oversee the firm.
Kelly said he would remain as a consultant through to the end of 2003. He will run his research division as an independent firm under the Applied Communications name, working with clients such as Cisco Systems, Sun Microsystems and Genentech.