Dragon Rouge acquires Fortune Street

Dragon Rouge has acquired branding consultancy Fortune Street, appointing founder Tony Allen as its group director of corporate branding and bringing in most of its staff.

Allen starts today and brings with him Fortune Street’s portfolio, which includes law firm Allen & Overy and research group Esomar, plus staff including managing director Lynne Dobney.

Ian Farnfield, chief executive of Dragon Rouge, says the ‘majority’ of Fortune Street, which previously operated with ‘a core of six staff’, is being folded in.

Allen’s role is new and will see him work with the consultancy’s global offices in a bid to ‘fulfill our potential and increase our profile’, according to Farnfield.

He says Dragon Rouge is now ‘in an interesting position’ and will ‘push harder’. Farnfield compares its position to WPP or Omnicom groups, which ‘lack flexibility’.

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