Merging Corporations’ Brand Reputations Hinge on Sound Media Management

When Monsanto announced plans to merge with Pharmacia & Upjohn last December - topping off a record year in which M&A activity reached the $3 trillion mark - reporters
went straight for the jugular. They wanted to know how the company's agribusiness would fit into the new entity's business strategy as a major pharmaceutical player. Apparently,
media pundits were less than satisfied with the soft answers they got. The resulting coverage was critical, and shares in both companies fell following the merger announcement.
Today, the financial community remains skeptical about the long-term viability of the deal, which is slated to close in the second quarter of 2000.