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WMH Acquires Production Company Profirst France, To Be Merged with Petit Ami

Under new ownership the agencies will rebrand as The Officin.
Profirst France founder Jean-Philippe Braud (left) and Petit Ami founder Laurent Bandet (right) are merging their agencies to create The Officin following an acquisition by WMH.
Profirst France founder Jean-Philippe Braud (left) and Petit Ami founder Laurent Bandet (right) are merging their agencies to create The Officin following an acquisition by WMH. (Laurence Guenoun)
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More consolidation in the fashion PR and events space: WMH Project is acquiring Jean-Philippe Braud’s production company Profirst France, whose clients include Armani, Richard Mille, Chopard and the newly inaugurated Grand Prix de la Haute Joaillerie in Monaco.

WMH plans to merge the company with Petit Ami, the boutique creative agency it acquired in late 2023, and communications agency Phenomène to form a new unit called The Officin.

“The Officin is a new model with immense potential — a laboratory of ideas and emotions where creativity, innovation, and premium production capabilities work in synergy to design tailor-made projects and experiences,” WMH Project co-founders and co-presidents Marc Fischer and Franck Chaud said in a statement.

The announcement follows a spate of deals in the space: After a sale to The Independents last year, Lucien Pagès merged its UK business with AIPR this year. Together Group acquired French marketing firm OBO, while La Mode en Images and Numero parent company Mazarine Group recently acquired production company Arter.

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Learn More: Why Fashion’s Biggest PR Firms Keep Getting Bigger

BoF breaks down the factors driving consolidation in the space, and what it means for the industry.

About the author
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

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