Paramount turned to the London-based Brunswick Group, a longtime crisis communications partner, to navigate the intensifying public and legal scrutiny over its $110 billion acquisition of Warner Bros. Discovery. The lawsuit, initiated by a coalition of state Attorneys General led by California AG Rob Bonta, seeks to block the deal and has already escalated tensions between Paramount and California officials.
Brunswick has a complex history with Paramount and its controlling parties, including prior work during high-stakes negotiations and takeover attempts. The firm represented David Ellison’s family during initial Warner Bros. bids and previously handled crisis communications for Paramount’s board during contentious mergers involving Skydance. Its relationships extend back to Viacom’s corporate communications in 2017 and even earlier, when Brunswick was briefly engaged amid legal battles related to Sumner Redstone’s National Amusements.
The coalition of Attorneys General not only filed the lawsuit but also requested a restraining order to prevent Paramount from completing the Warner Bros. deal before court rulings. This legal strategy complicates Paramount’s path forward, as Ellison simultaneously met with bipartisan federal lawmakers to promote a film tax bill, underscoring the high stakes for the entertainment industry.
Faced with mounting pressure, Ellison’s advisers are reportedly considering shifting Paramount’s headquarters out of California to reduce legal and regulatory risks, reflecting deeper frustrations with state officials, including AG Bonta and Governor Gavin Newsom. Insiders describe this as a potential “nuclear option” prompted by the lawsuit's aggressive stance.
Brunswick’s role will be pivotal in shaping the narrative during what is considered one of the largest and most complex media mergers in recent history. The firm’s mix of lobbying experience and crisis management across major media companies positions it uniquely to handle the communications battle unfolding alongside the legal one.