Dare and BBH share £10m in Cossette deal

Dare has confirmed it has sold a 65.4 per cent share of the agency to Cossette Communications for an upfront payment of £10 million, as revealed in Campaign (15 June).

Dare... directors
Dare... directors

Claude Lessard, the Cossette chairman, told Campaign that he now plans to pull the group's four UK companies - Miles Calcraft Briginshaw Duffy, Dare, Elvis and Band & Brown - closer together and elect a UK president to oversee the group within the next two years.

The Dare deal could see the Canadian marketing services group pay in excess of £30 million for the digital agency over five years.

In 2010, Cossette has the option to increase its ownership to 82.7 per cent for a sum to be determined by the agency's profit growth, with the remaining shares to be acquired in 2012.

"I can see multi-discliplined teams working across the group companies, all of which could be in the same office building in the next two or three years," Lessard said.

The initial £10 million acquisition includes Bartle Bogle Hegarty's 30 per cent share in the agency. Dare shares Barclays and Vodafone with BBH. These relationships will not be affected.

The remainder of the £10 million payment will be shared by Dare's management team, which remains in place.

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