Publicis Wraps Merger of Bromley, PS&L

DALLAS Publicis Groupe has finalized the merger of Bromley Communications and Publicis Sanchez & Levitan, the company said last week, with top executives from both Hispanic agencies assuming leadership roles at the new entity.

PS&L’s offices—in Dallas, Miami, New York and Glendale, Calif.—will take the Bromley name. Ernest Bromley, chairman and CEO of his shop, assumes the same titles at the new, San Antonio-based network.

Aida Levitan, co-chairman and CEO of PS&L, will serve as vice chair and chief communications officer of Bromley and president of the Miami office. Fausto Sanchez, PS&L’s co-chairman and chief creative officer, will be executive vice president, executive creative director of the Miami office. Catarino Lopez, formerly creative director at Bromley, becomes chief creative officer of the network.

Publicis USA chairman and CEO Susan Gianinno, to whom Bromley reports, said there would be no layoffs as a result of the merger and that no clients have defected in its wake. Bromley resigned Hispanic media buying for Masterfoods’ M&M’s (a conflict with PS&L’s Nestle business) earlier this month. It is unclear who will handle that account now.

The network becomes one of the country’s largest Hispanic advertising operations, with at least $260 million in billings (based on 2002 estimates) and about 200 staffers. It trails only WPP Group’s The Bravo Group, which claims $270 million in billings. Publicis began talking about combining the shops late last year in an effort to increase its presence in the $3 billion U.S. Hispanic ad market [Adweek, Dec. 8].

Bromley had been a component of Publicis’ Specialized Agencies and Marketing Services below-the-line network; it is now part of Publicis USA.