The merger of Brann Agency UK and ehsrealtime will pave the way for
further agency consolidation, according to EHS Brann's new managing
director Mike Horne.
"For the Omnicoms and WPPs, there's a real issue about being
diversified," he said. "In a good market it means there are lots of
different buckets catching business; in a recession it means lots of
companies with lots of overheads."
Horne revealed that ehsrealtime and Brann had independently been in
merger talks as far back as June before the Havas restructure "muddied
the picture" (Marketing Direct, November 2001).
He added: "Ehsrealtime was looking for European expansion, Brann a
Describing the merger as giving clients greater depth - realtime, the
digital arm, is already working for Brann clients - Horne denied there
were any client conflicts.
Ehsrealtime works with Tesco and BMW, while Brann Agency UK has accounts
with Sainsbury's, Peugeot and Fiat. In preparation for the merger, Brann
spun off its call centre business, now called Contact, which carries out
call handling for Fiat and Sainsbury's.