Matthew Freud, founder of PR agency Freud Communications, is reportedly close to agreeing terms with Publicis Groupe in regard to the purchase of his eponymous agency for between £75 and £100m – six years after selling controlling stake in the entity when it was worth £61-£69m.

Freud has been engaged in negotiations with Publicis since late last year but talks have broken down over the firm’s valuation.

It will be the second time that Freud has sold and bought back the company which bears his name after having previously sold the firm to Abbott mead Vickers BBDO in 1994.

Freud subsequently re-purchased the firm in 2001 prior to selling his controlling stake (again) in 2005.

Freud Communications has been performed well in recent years, posting a 28% rise in pre-tax profits to £6.7m in 2009 and thought to have upped this to around £8m in 2010.