BDDH debates future after Havas deal

Partners BDDH is considering its future after the sale of its parent company, Snyder Communications, to Havas Advertising.

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

million.



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

clients.



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

Havas.



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.



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