Havas Advertising’s massive dollars 2.1 billion share swap deal
with Snyder shows that Renault isn’t the only French company to believe
that size matters.
And the deal is no mean feat considering the group was only created in
Its biggest shareholder is Havas, which has a 20 per cent stake. Havas
is France’s largest media company, spanning book publishing to TV. It is
owned by the French conglomerate, Vivendi.
Havas established an advertising unit during the 30s which it
re-organised in 1973 to form Eurocom. In 1992 it merged this with the
rival group, RSCG, to form Euro RSCG Worldwide. In 1996 it changed its
name to Havas Advertising and restructured into four divisions.
The first is Euro RSCG Worldwide, Havas Advertising’s main brand. It is
headed by Bob Schmetterer, the chairman and chief executive, and is
established in 72 countries through 153 agencies and has risen to the
fifth largest advertising group worldwide. Its European agencies, which
include the Paris creative hotshops, Euro RSCG Works and Babinet Erra
Tong Cuong, and Euro RSCG Wnek Gosper in London, account for 53 per cent
of gross income. It has 13 offices in North America, including Messner
Vetere Berger McNamee Schmetterer in New York, which accounts for 37 per
cent, with clients such as Intel, MCI and Philips Electronics.
Campus is where Snyder’s Arnold Communications will sit, forming a
second worldwide creative advertising network to complement Euro RSCG.
Agencies included WCRS in London, headed by Robin Wight; the German
agency, Rempen & Partner, which became a Campus member in 1999; the
French agency, devarrieuxvillaret, and the Italian agency, Ata.
Diversified Agencies, the marketing services arm, aims to bring together
autonomous agencies. These include the UK’s Evans Hunt Scott, AIS and
MSF; France’s Enjoy Scher Lefarge, Communider and Al Dente, and Aniforms
Communications in the US.
The fourth division is Media Planning, set up to separate media from
Havas Advertising is the principal shareholder with 45 per cent of the
Havas reorganises its advertising operations to form Eurocom
Eurocom merges with RSCG to form Euro RSCG Worldwide
Euro RSCG becomes Havas Advertising and is split into four divisions
Vivendi acquires 30% of Havas
Vivendi buys the remaining 70% of Havas
Havas buys Cendant and sells its outdoor operations to JCDecaux