- Mediapolis is changing its name to Media Planning after its owner, Havas Advertising, merged its media interests with those of the Spanish media group Media Planning SA last year.
The name change will be effective from May 1 and will take place across all Mediapolis operations in other markets. The name change will be Mediapolis' third in x years.
Bob Offen, chief executive officer of Media Planning in the UK said: "MPG is committed to reinforcing our position as a key global player. The network is expanding fast and over the past 12 months we have been devoting a huge amount of time and effort into creating a solid network infrastructure. It now clearly makes sense to have consistent branding across all markets."
The merger between Havas, the world's fourth-largest advertising organsiation and Spain's leading media independent took place last year. It propelled The Media Planning Group into the number two position among the world's independent media networks with billings of more than $6 billion.
As part of the deal, Catalyst, Mediapolis' strategic planning operation, is being rolled out to all other MPG markets. This initiative is being driven by the UK office.
"The UK office is an important part of the network and acts as a key hub for working with international clients. Catalyst has been a key focus for us in the UK in differentiating us from our competitors. It is now becoming an important part of the MPG offering," added Offen.