Havas Advertising develops global media plan with purchase of SFM

Havas Advertising, the French communications giant, has signalled its intention to develop a global media force with the acquisition of SFM Media Corporation, the US’s largest independent media buying company.

Havas Advertising, the French communications giant, has signalled

its intention to develop a global media force with the acquisition of

SFM Media Corporation, the US’s largest independent media buying

company.



SFM has billings of dollars 1 billion, and a client list that includes

Intel, Iomega and Isuzu Motors. The agency now becomes a wholly owned -

but standalone - division of the Havas Advertising group in the US and

its main US media specialist.



The acquisition of SFM is part of efforts by Havas to form an

international alliance with an Anglo-American partner in a bid to become

a top five global agency group by the end of this year.



The development of a strong international media network is vital to this

ambition. Havas already jointly owns Mediapolis with Young & Rubicam,

but Mediapolis has no presence in the US.



At the same time, Y&R is currently re-evaluating its own media

arrangements around the world.



Havas and SFM had a working relationship through Messner Vetere Berger

McNamee Schmetterer/Euro RSCG in New York, with SFM handling national

spot buying for the Euro agency.



Alain de Pouzilhac, the Havas chairman, said the acquisition of SFM,

’would considerably consolidate the role of Havas Advertising among its

major US clients’.



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