MPG merges direct marketing and digital networks

LONDON - Havas-owned Media Planning Group is merging its direct response division MPG Direct into its global digital network Media Contacts.

The MPG Direct brand will be phased out over time as the new network adopts the Media Contacts name. MPG Direct currently operates in the US, UK, France, Spain, Portugal and Argentina, and is launching in Poland and Mexico.

"MPG is constantly looking for better ways to service its clients," Fernandes Rodes, the global chief executive of MPG, said.

"More and more of MPG Direct's business is web-based. More and more of Media Contacts' business includes all media with which a response can be measured. The combination of these two units provides a powerful communications solution to the marketplace."

Separately, it has been reported that Havas is looking for a media-buying partner to work alongside its Media Planning Group. The company is said to have had discussions with Aegis, Omnicom and Interpublic, although the latter has denied that it is planning to announce a joint venture with Havas.

Havas lost out on the chance to team up with MediaCom, which went to WPP as part of its purchase of Grey Global.

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