Burnett’s Starcom and BBH’s Motive to merge

Leo Burnett and Bartle Bogle Hegarty have unveiled details of their new joint media company, Starcom Motive Partnership, just days before Burnett officially merges with the MacManus Group to form a new global communications network.

Leo Burnett and Bartle Bogle Hegarty have unveiled details of their

new joint media company, Starcom Motive Partnership, just days before

Burnett officially merges with the MacManus Group to form a new global

communications network.



Starcom Motive Partnership will merge BBH’s Motive media brand and

Burnett’s Starcom into a single operating entity, which will become the

lead office for Starcom’s European network.



However, details of the exact shareholding in the new venture have been

kept under wraps. The Leo Group holds a 49 per cent stake in BBH, but

both parties have refused to comment on the ownership of the merged

media company.



The new agency is claiming combined billings of pounds 440 million with

a client list that includes Procter & Gamble, McDonald’s, Whitbread and

Levi’s.



Starcom also brings two new high-profile pieces of business to the new

agency after this week scooping the pounds 18 million Heinz media

planning account, previously handled by the Billett Consultancy, and the

pounds 20 million media for Lego in eight European markets, including

the UK.



Mark Cranmer, Motive’s managing director, has been confirmed as managing

director of the new UK operation. He will also head Starcom in

Europe.



Beneath Cranmer, the senior executives of both Starcom and Motive will

sit on the same management level. Starcom’s joint managing directors,

David Connolly and Richard Beaven, take over as executive director of

European operations and executive strategic director respectively.



Motive’s client services director, Iain Jacob, buying director, Andy

Roberts, and strategic development director, Kevin Brown, take up the

same roles in an executive capacity at the new company.



Cranmer said that there would be no change in the people or the beliefs

of either company and that the new company would build on the best that

both Motive and Starcom had to offer.



’But this is also about a fresh start, building a new company that is a

truly rounded media services company building strength in depth,’ he

said.



The future of MacManus’ own media brand, Media-Vest, after the merger

with Burnett goes through remains unclear. While Media-Vest is likely to

merge with Starcom in some markets, a UK merger is not on the agenda.



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