Maja Pawinska Sims 22 Jun 2020 // 7:26AM GMT
BRUSSELS — Omnicom has blended its Ketchum and Porter Novelli brands in Brussels into one agency, creating what is thought to be the largest pure PR firm in Belgium.
The operation will be led by Ketchum’s Belgium partner and MD and client services director for Europe, Peter Otten, while Porter Novelli’s acting managing director Luc Michiels will serve as finance director. Porter Novelli’s former managing director in Brussels, Inge Boets, left the firm last month.
Under the consolidation, the agencies will combine to create a 50-strong team in one office. Both brands will remain, although Otten told PRovoke Media that Ketchum will be the default brand, and Porter Novelli will be used for existing accounts where there is conflict. The Porter Novelli brand will no longer be promoted in Brussels, however.
The move follows consolidation of OPRG agency brands in several markets across the world, including four other European countries in 2017. Last week, furthermore, Porter Novelli announced an alliance with healthcare sibling Rabin Martin, which will see the two firms co-locate in New York.
Otten said no redundancies had been made or planned as part of the merger: “We joined forces with the promise to both sets of staff that we would not lay off anyone. Our businesses are very complimentary: when I joined Ketchum 10 years ago, we took the decision to focus on PR for the local market rather than public affairs, while Porter Novelli does a lot of policy and advocacy work for international healthcare, chemical and FMCG clients, but not lobbying.
“We will continue that, as the Brussels markets is saturated with strong PA shops, while our combined mix of local and international PR is a bit of a niche here.”
Otten added that existing Ketchum clients would benefit from Porter Novelli’s studio, while PN clients would benefit from Ketchum’s digital and social strength.
Ketchum has long-standing relationships with clients including adidas and Deloitte, both of whom it has looked after for more than 10 years, as well as Samsugng, IKEA and MasterCard. At Porter Novelli, Dow Chemicals has been a client for more than 17 years.
Ketchum’s president of Europe Mark Hume said: “Ketchum and Porter Novelli have true complementary capabilities, and this integration will significantly increase the breadth and scale of service offerings for our local Belgian and multinational clients.
"Combining the local talent, experience and creativity of the two firms will bring digitally driven solutions to our clients and enrich the development opportunities for our market-leading talent in Brussels.”