Publicis Groupe purchases brand consultancy firm Salterbaxter

Nigel Salter remains CEO and Penny Baxter remains MD

Publicis Groupe has purchased UK-based brand consultancy firm Salterbaxter which will now work with MSLGroup, the firm’s strategic organiser.

Salterbaxter, which has over 70 employees, mainly deals in business strategy, sustainability and creative communications.

They have in the past worked with the likes of Adidas, Anglo American, BP, BSkyB, Lego, Maersk and Thomson Reuters.

As part of the merger the agency will operate under the name Salterbaxter MSLGgroup and will retain its existing management team.

Anders Kempe, president of MSLGroup in EMEA, said: “The issues of sustainability, transparency, trust, accountability, social purpose and long-term value creation increasingly shape how business intersects with society.

“As clients look for trusted advisors to help them develop effective strategies and tell compelling stories against this backdrop, we’re delighted to have Salterbaxter join the growing MSLGroup team in London, and our dedicated Practice operating worldwide.”

Nigel Salter, CEO at Salterbaxter, said: “The shifting global agenda has offered us opportunity to scale and accelerate our business. MSLGroup’s important geographic and client footprint; its expertise in corporate affairs, digital and social, consumer communications, employee engagement and reputation management, and the company’s progressive approach will help us achieve that strategic expansion.”

Penny Baxter, co-founder of Salterbaxter, concluded: “The combination offers us everything we were looking for to help us better serve the interests of our global client base as well as giving us an even better platform to fulfill the ambitions of our people.”

Publicis Groupe is resent in 108 countries and employs 62,000 professionals.

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