Brodeur Worldwide's Asia Pacific team met in Singapore in September.

Communication by Design’s global partner Brodeur Worldwide has joined the world’s top 10 PR firms after merging with Germany’s largest consultancy, European Communications Consultants (ECC).

CBD managing director Tim Marshall says the merger forms the second largest PR consultancy in Europe with more than 600 employees in nine key European markets. It makes Brodeur the ninth largest PR firm worldwide with annual fees of NZ$176 million.

The combination of Brodeur and ECC offices, staff and clients will operate in Europe as Pleon and will be part of an expanded global network, Brodeur/Pleon Worldwide, with offices and partners in the United States, Europe, Asia Pacific and Latin America.

Marshall said Pleon represented some of the world’s leading companies across nine industry sectors: technology, finance, healthcare, automotive, government, utilities, retail, consumer. Clients include IBM, Microsoft, ABN Amro, Bayer, Pfizer, BMW, Renault, Shell, BP, Metro Group, McDonalds, Procter & Gamble and Toshiba.

"The merger of ECC and Brodeur gives us access to top European PR expertise across a broad range of industries. We can use that for clients who want to operate in Europe or simply want to learn from Brodeur/Pleon Worldwide to improve their PR practices in New Zealand. It also coincides with CBD’s extension from our traditional strengths in technology and healthcare into other sectors, particularly retail and utilities," said Marshall.

The Brodeur/Pleon Worldwide Board will be chaired by John Brodeur, Rainer Zimmermann will be CEO of Europe, Alex Schoep President of Europe and Andrea Coville CEO of the Americas and Asia.

Brodeur said the formation of Pleon, "a European powerhouse with a decidedly European business model and expertise," was attractive to staff and clients worldwide.

"While public relations and public affairs moved into board-level decisions in the last decade our clients are demanding highly flexible and innovative programs that take into account local, regional and global perspectives. The full business, social and political implications have to be weighed, understood and addressed - and that's where Brodeur/Pleon comes in."

Pleon represents the merger of Brodeur agencies in France, Italy, Germany, the Netherlands and UK with the ECC Group, including market leaders ECC KohtesKlewes in Germany and Belgium, and ECC Publico in Austria. There are 23 offices in nine European countries. Brodeur has offices in Boston, Washington D.C., New York, Phoenix and San Francisco.

"The creation of Pleon combines strength and depth in key marketing and communications disciplines, especially in public relations and public affairs," said Zimmermann. "Clients in Europe appreciate national perspectives, but also understand that the new demands on business require broader and new thinking, different structures and marketing processes, and creative ways to sell products and respond to customers and competitors."

Zimmermann said the flexible, decentralised management structure of Brodeur/Pleon Worldwide is "client centric and friendly," and is "geared to helping our clients navigate change and win in a tough business marketplace."

Pleon (www.pleon.com) and Brodeur (www.brodeur.com) are part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.