Brodeur Porter Novelli will announce within the next two weeks a series of acquisitions and affiliations designed to "make us a dominant technology public relations company" on every continent, said agency chairman John Brodeur.
The high-tech public relations shop owned by Omnicom Group--the New York-based holding company that also owns DDB Needham and BBDO--said last week it had bought Meridian Technology Marketing, a small marketing communications consulting firm.
Meridian in Cambridge, Mass., was formed four years ago by Richard McGlinchey, who said he and a staff of 20 will relocate to Brodeur Porter Novelli's offices in Boston. He will report to Brodeur, whom he has known professionally for years and who "orchestrated meetings" with Omnicom executives last spring.
Brodeur Porter Novelli and Meridian share at least two large clients: Platinum Software in Chicago and Eastman Software, a spinoff of Wang Laboratories now owned by Kodak. "What Brodeur brings is a wonderful high-technology public relations practice, and what McGlinchey brings to Brodeur is expertise in marketing," Brodeur said.
McGlinchey, riding high the day the sale of his company was announced, mused that the deal was probably Omnicom's smallest acquisition ever. He refused to disclose terms of the sale but said he is under contract to Brodeur Porter Novelli for the next four years.
"They liked our business model and our margins," McGlinchey said. It is expected that McGlinchey will replicate his consulting practice first on the West Coast and then in Europe.
McGlinchey, who once ran an eponymous high-tech public relations firm with Lois Paul in Lexington, Mass., left that venture to start his own consulting firm, eying an opportunity to serve as the de facto marketing department in engineering-driven high-tech startups. It was a model that interested Arnold Communications, which bought McGlinchey's consulting practice. Two years ago, saying the two agencies were not compatible, McGlinchey bought back Arnold's stake.