Just weeks after it was assumed that Starcom and MediaVest would
tie the knot with the merger of their parent companies (Media Business,
8 November), Starcom and Motive Communications have emerged as the
likely marriage partners.
The two agencies are in late-stage talks to create what would be a
top-five media power boasting billings of around pounds 350 million.
Motive is related to Starcom because it is 100 per cent owned by Bartle
Bogle Hegarty, while Starcom’s parent Leo Burnett has a 49 per cent
stake in BBH.
Motive and Starcom held similar merger talks when Bartle Bogle Hegarty
bought the shares in 1997 but they were brought to a halt because of
’It would be favourable for us if the deal goes ahead but we’re still in
negotiations,’ said one insider. ’Nothing has been formally agreed about
the structure of the company.’
It is thought Motive managing director Mark Cranmer has been chosen to
run Starcom across Europe but he declined to comment.