M: scoops Persimmon after break with Finsbury

Housebuilder Persimmon has drafted in M: Communications following a spat with incumbent agency Finsbury.

The split comes after Finsbury decided this week to represent Taylor Woodrow for its proposed merger with George Wimpey - a deal that could create Britain's largest homemaker.

The Persimmon account, bel­ieved to be worth more than £100,000, could see M: go up against Finsbury - if Persimmon launches an attempt to scupper the Taylor Woodrow and Wimpey deal. City watchers have suggested a move for Taylor Woodrow or another large housebuilder is likely.

Persimmon has brought in an M: team headed by partner Ed Orlebar. Orlebar had worked on the Persimmon account before he left Finsbury for M: in May last year (PRWeek, 12 May 2006).

M: declined to comment. Finsbury did not return calls.

The TW/Wimpey deal is the biggest to date in Britain's building sector. Wimpey is using Weber Shandwick for public affairs and media relations.

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