Pci:Live stays at Fitch after WPP purchase

Agency Pci:Live is to remain in the Fitch Worldwide division of parent WPP.

The decision to stay follows an internal review brought about by WPP's acquisition of both agencies' parent company Cordiant Communications last year (Event, October). The alternative was to merge the agency into WPP's events arm, The Event Union.

Pci:Live chief executive Richard Bamford said: "The reasons that we aligned with Fitch and the synergies between the two agencies were tested by WPP and found to be the same. It is far and away the best place to be for the long-term development of this business."

Bamford added that the agency is to refresh its corporate identity.


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