Publicis Eyes Merger of Bromley, PS&L

DALLAS Publicis Groupe is considering a merger of Bromley Communications with Publicis Sanchez & Levitan, sources said.

The discussions come as Publicis continues to sort out how best to incorporate Bcom3, which it purchased for $3 billion in September 2002 (Bcom3 owned Bromley). Also, the network has been looking to expand its Latino marketing capabilities, sources said. Publicis already handles an estimated $450 million in billings—some 15 percent of what the Association of Hispanic Advertising Agencies estimates is now a $3 billion ad market (and growing at an average rate of 17 percent annually, in terms of aggregate dollars billed by agencies).

Ernest Bromley, CEO of Bromley, said, “There are conversations going on. … We’re basically in the process of looking at it, but we haven’t finalized any plans.”

Sources said Bromley would become chairman of the entity, which, according to 2002 billings estimates, would be a $260 million agency. The roles to be taken by Aida Levitan and Fausto Sanchez, co-chairs of PS&L since 2001, are unknown, sources said. No decision has been reached on a name or where the merged shop would be headquartered (Bromley is based in San Antonio, PS&L in Miami). But if the plan proceeds, the merger could take place as soon as the end of January.

Publicis USA CEO Susan Gianinno is spearheading the talks, sources said. She declined comment.

—with Alicia Griswold and Ann M. Mack