The agency intends to break out of its reputation as a tech shop in the UK, with a mission to build up its public affairs and IR offering.
Brodeur/Pleon chairman John Brodeur said the creation of a distinct European brand acknowledged the distinct working practices of the region and would give US clients consistency in their European PR activity.
Pleon, which has appointed BBDO Germany CEO Rainer Zimmerman as chief executive, has 680 staff and operates 23 offices across the UK, Germany, France, Austria, Italy, Spain, Belgium, the Netherlands and Hungary.
In the UK, a PA director is set to be its first major hire. London chief executive Geoff Beattie added that the agency would also target the IR market.
Pleon president Alex Schoep expressed the hope that UK clients will benefit from the group’s strong Brussels presence.