Havas/Snyder Deal: Arnold Communications is the jewel in Snyder’s dollars 2.1bn crown

How did Snyder Communications come to be worth dollars 2.1 billion, or dollars 29.50 a share, in a little over ten years?

How did Snyder Communications come to be worth dollars 2.1 billion,

or dollars 29.50 a share, in a little over ten years?



For Havas, the price is justified, making it the fourth largest

advertising group in the world. But other suitors, including WPP, pulled

out because they thought the price wasn’t right for the world’s 11th

largest communications group.



The four companies under the Snyder holding company are Arnold

Communications (advertising), Bounty SCA Worldwide (marketing services),

Brann Worldwide (direct marketing) and Circle.com (interactive).



The jewel in its crown is Arnold Communications, the advertising agency

based in Boston, which Snyder acquired in 1998.



Arnold has 15 offices in North America and a client list that includes

Volkswagen, McDonald’s, Fleet Bank, Mobil and Bell Atlantic.



Arnold has flourished since the Snyder deal, winning more than 20

accounts and breaking into the US top 15.



Dan Snyder, the chairman and chief executive of Snyder Communications,

founded the company in 1988 with his sister, Michele, now the chief

operating officer.



He began his empire by providing advertising wallboards in doctors’

surgeries and university campuses.



Snyder also provided educational and marketing services to the

healthcare sector and orchestrated sales forces for drugs companies.



The company made its first above-the-line foray into UK advertising in

1998. Later on that year it bought Partners BDDH for dollars 27

million.



Nigel Long, the chief executive of Partners BDDH, was assigned the task

of developing the Snyder/Arnold network across Europe by looking for

suitable agencies to buy. But it was obvious Snyder had his eye on

bigger deals elsewhere.



Snyder’s acquisition of Brann in 1997 for pounds 48.4 million paved the

way for his launch into Europe.



Brann has grown impressively. After a global restructure last year,

bringing all its related agencies under the Brann Worldwide banner, it

has become the world’s largest below-the-line network, turning over more

than dollars 400 million.



Snyder profile

1988

Dan and Michele Snyder set up Collegiate Marketing & Communications

1989

Company is renamed Snyder Communications

1996

Snyder goes public on New York Stock Exchange

1997

Snyder buys Brann

1998

Snyder buys Arnold Communications

1998

Takes over Partners BDDH in dollars 27m deal

1999

Snyder share price reaches a high of dollars 52 per share. He

buysWashington Redskins in dollars 800m deal

2000

Snyder sells to Havas



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).