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
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
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.
Dan and Michele Snyder set up Collegiate Marketing & Communications
Company is renamed Snyder Communications
Snyder goes public on New York Stock Exchange
Snyder buys Brann
Snyder buys Arnold Communications
Takes over Partners BDDH in dollars 27m deal
Snyder share price reaches a high of dollars 52 per share. He
buysWashington Redskins in dollars 800m deal
Snyder sells to Havas