Snyder outlines plans for Europe expansion

The pounds 16 million takeover of Partners BDDH by the US-based Snyder Communications will be the prelude to an acquisition programme in the UK and across Europe.

The pounds 16 million takeover of Partners BDDH by the US-based

Snyder Communications will be the prelude to an acquisition programme in

the UK and across Europe.



Dan Snyder, the group’s chairman, has confirmed that a media independent

and a new-media agency are high priorities, with the likelihood of deals

being struck within six months. He told Campaign: ’Partners BDDH is just

the beginning.’



Nigel Long, the Partners BDDH chairman, who will head Snyder’s

advertising interests in Europe, is currently checking out possible

agency acquisition targets in Europe to answer an as yet undisclosed

client need.



Although Snyder Communications’ roots are below-the-line, its chairman

claimed its systems and structures gave it a strength that conventional

agencies lacked. ’We will expand in a unique way,’ he promised.



Snyder added: ’We are looking to expand in the UK and continental Europe

and we want Nigel to build a huge organisation for us. We’re looking at

media independents and interactive agencies and we expect to be active

within six months.’



Group sources say media is a significant gap in Snyder’s offering while

its high-tech background has put the search for a new-media agency high

on the agenda.



Long said: ’The internet accounts for just 1.5 per cent of total US

adspend. But we all know it’s not going to remain a marginal medium and

Dan can see its potential.’



Long will report to Ed Eskandarian, the chairman of Boston’s Arnold

Communications, which was sold to Snyder for dollars 120 million nine

months ago to lead the group into above-the-line activity.



Whether or not the group expands into Europe via Elan, the ’club’ of

independent agencies of which Partners BDDH is a member, is an open

question.



Eskandarian said Arnold had two clients - which he declined to name -

who had promised to work with the network internationally.



Newsmaker, p10.



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