Ad agency conglomerates have been gobbling up PR firms in an effort to widen the girth of their communications expertise. As such, we were happy to see the tables turned this week. Edelman Worldwide
announced plans to buy the ad shop Callahan Creative as a means of expanding its range of strategic and research-based comm services. Callahan is being relaunched as Blue Worldwide, and has estimated
billings of $6 million in 2000. Founder Sarah Callahan will become president and creative director of the renamed agency.
(Martin Pearce, 212/642-7789)