Olswang has set up a working party to forge a 'best friends' referral network in the US and Europe, as the London media specialist moves to bolster its international capability.

The firm approved the new strategy at a partners' meeting earlier this month and aims to have relationships in place by the end of the year.

Olswang hopes to extend co-operation with referral firms to cover shared conflicts systems, joint pitches and marketing and partner secondment programmes.

The firm has appointed a total of 30 partners to oversee the process and has chosen two partners for each European jurisdiction, with particular focus on developing new links in Spain and Scandinavia.

Olswang international strategy partner David Stewart, senior partner Mark Devereux and chief executive Jonathan Goldstein are also working on a shortlist of US firms in a bid to identify one or two firms for transatlantic referrals.

The top 50 UK firm denies the move is a pre-cursor to merger discussions, although rivals and expartners believe the firm is open to a tie-up with a US practice.

Olswang will also look at deepening its existing relationships with firms in France, Germany and Italy. The firm said the relationships will not be exclusive but the bulk of referrals are expected to be concentrated on assigned allies.

In Europe, Olswang has informal referral ties with Berlin-based Knauthe Eggers, Dusseldorf's Velten Franz Jakoby and Paris firms Darrois Villey Maillot Brochier and Franklin.

Stewart commented: "We want to offer a truly credible best friends network with upgraded relationships and more regular commitment."