Plans to forge a corporate publications superagency with the takeover of
one of the UK’s top agencies have hit the rocks with the news that the
Red Group’s acquisition of Barkers Trident Communications has been
The multi-million pound takeover was part of a plan by the Red Group to
build a global communications agency. The planned outfit was to include
the Red Group’s American wing TPC.
Insiders suggest that the deal foundered partly because Barkers Trident,
whose clients include BT, Shell and BP, became impatient at the slow
speed at which it was progressing. Another sticking point is thought to
have been the price. A new publishing contract with the Metropolitan
Police, thought to be worth in excess of pounds 250,000 is thought to
have pushed up the agency’s view of its value.
Christine Connor, a Red Group director, stressed that the Red Group
still intended to forge a global company. She said: ‘We need a company
with a similar client base to that of Barkers Trident.’