Publicis Hits Big With Shop Merger

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, becomes chairman and CEO of 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 evp, executive creative director of the Miami office. Catarino Lopez, formerly Bromley’s cd, becomes CCO of the network.

“[The merger] gives us access to a broader talent pool and more national coverage,” said Publicis USA chairman and CEO Susan Gianinno, to whom Bromley reports.

Gianinno said there will 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 Nestlé business) earlier this month. It is unclear who will handle that account now.

The network becomes one of the country’s largest Hispanic shops, 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 part of Publicis’ Specialized Agencies and Marketing Services below-the-line network; it is now part of Publicis USA.