Partners BDDH is considering its future after the sale of its
parent company, Snyder Communications, to Havas Advertising.
Speculation is now rife that Partners BDDH will buy itself out of the
merged group, only a year after it sold to Snyder for dollars 27.7
Although the global deal between Havas and Snyder is relatively free of
client conflict outside the London market, Partners BDDH represents a
clash with WCRS as both have important car, bank and telecoms
WCRS has BMW, Land-Rover, First Direct and Orange. Partners BDDH has
Mercedes-Benz, Co-operative Bank and Energis.
Culturally, Partners BDDH and WCRS are similar, making it near
impossible to find a satisfactory place for both. WCRS is in Havas’s
second-string network, Campus, leaving either the Euro RSCG or the
Diversified Agencies networks as a home for Partners BDDH within
Neither would be an appropriate fit.
Alain de Pouzilhac, Havas’s chief executive, said: ’We haven’t discussed
the agency situation in London.’
Leslie Butterfield, a founder of Partners BDDH, said: ’It’s Havas’s call
as to where we fit. We are happy to hear their plans, but we are a very
small part of a very big deal.’
Asked if Partners BDDH would consider buying itself out of Havas or
selling to another network, Butterfield said: ’It is too early to think
about things like that.’
De Pouzilhac interview, p4.