Havas merges Mediapolis with Spanish Media Planning group

Havas Advertising, the communications company which owns the Mediapolis media network, is merging its media interests with those of the Spanish media group, Media Planning.

Havas Advertising, the communications company which owns the

Mediapolis media network, is merging its media interests with those of

the Spanish media group, Media Planning.



The new network will operate under the Media Planning brand name and

will have global media billings of 4.2 billion Euros (pounds 2.8

billion) and 1,200 staff. Havas will have a 45 per cent stake in the new

company, with the rest of the holding split between the founders of

Media Planning and their financial backers.



Media Planning is the leading agency in Spain and Portugal and has

offices across Latin America. Its founders, Leopoldo Rodes Castane and

Fernando Rodes Vila, will take over the newly merged company as chairman

and chief executive respectively.



Rodes Castane said: ’This association makes us the second-largest

independent network in Europe, the largest in Latin America and one of

the largest in the US. As such, it allows us to offer global services to

our clients.’



The deal means that Havas’s media interests will now be housed in a

separate holding company, completely independent from the rest of

Havas’s advertising interests, including Euro RSCG.



Alain de Pouzilhac, the chairman and chief executive of Havas, said: ’We

wanted to develop our media activities in order to make them more

autonomous, more specialised and more international. This alliance

corresponds with that evolution.’



In the UK, the deal could ultimately see the demise of the Mediapolis

name as the entire network rebrands, though this has yet to be

decided.



However, Bob Offen, the chief executive of Mediapolis in London, said

that the deal would have two main benefits for the UK office. ’First, it

gives us a stronger international network, particularly in Spain and

Portugal, but it also gives us greater network resource by doubling the

size of the network’s income.’



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