Most argue that Freuds, best known for celebrity and consumer work, is likely to strengthen its corporate offering.
The deal will see Freuds sitting alongside Manning Selvage & Lee (MS&L) and Publicis Consultants as part of the recently created Publicis PR and Corporate Communications group, chaired by Lou Capozzi.
Nicholas Walters, UK CEO at MS&L, said: 'We welcome Freuds to the group and I look forward to meeting Matthew Freud. Details of co-working arrangements have yet to be finalised.'
Robert Philips, co-founder of Jackie Cooper PR, which surrendered its independence to Edelman last year, said: 'This appears a sensible move as Freuds needed to become a global player.'
Jim Surguy, MD of Results Business Consulting, said: 'Publicis has been underweight outside advertising - the deal makes sense. But it's odd (for Freuds) to sell just half of the business.'