Triangle Communications, Britain’s largest and longest surviving independent marketing agency, has finally surrendered its freedom to the last in a long line of swains plighting their troth from beneath its balcony during the past twenty-six years.

Employing the seductive artistry in which the French reign supreme, Publicis Groupe chairman Maurice Lévy whispered mots d’amour [“beaucoup des francs”] into the ear of Triangle founder and chief executive Kevin Twittey.

Although the value of the Publicis dowry is unstated, Twittey said the search for a partner had been driven by the cost and potential problems of developing the standalone shop internationally.

Lévy’s ardency had an equally pragmatic base: “"We knew when we bought Saatchi & Saatchi last summer that this [lack of sales promotional and direct marketing muscle] was a weakness we had to address."

Triangle will work in close harness with Saatchi, while retaining its discrete identity and extending its brand into continental Europe. With over 200 staff on its payroll, the shop’s clients include Britvic, BT, Cadbury, Glaxo SmithKline and Woolworth.

News Source: CampaignLive (UK)