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
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
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.’