Re-Association: The Future of Freud

On New Year’s Eve, Matthew Freud bought back some of the 50.1% stake that he had sold to Publicis Group in 2005. It’s the second time he’s done this type of thing (1994 – from AMV after purchase by Omnicom), and there has been much talk about the different perceived values of the business (Freudian Slippage?) and lack of desired international expansion after his refocus on big global brands as opposed to popular celebrities.


However, more openly, he has expressed opinions this time around that point to his belief that PR has outshone advertising in its contribution to business;


‘…our peer group has emerged as the strategic advisers of choice in marcoms’


And central to this is the increasing importance of reputation management;


‘ PR – in terms of reputation management, third party endorsement, crisis management – is about as core a function as any company currently has’


Combined with his recently bought stakes in integrated marketing outfit Engine, and advertising/ PR agency M&C Saatchi, plus 30% stake in sports communications agency Pitch, rumors abound that he is building up his own communications empire.


If this is the case, it’s a further sign of the marketing-PR consolidation and those looking to take advantage of it. But perhaps its actually a sign that the current market favors more freely associated smaller agencies than the megaliths of the 20th century.