The World: New York - Euro RSCG wins Alcatel Lucent rebrand pitch

Alcatel Lucent's global rebranding assignment has been awarded to Euro RSCG after a competitive pitch.

The rebranding follows the merger between Alcatel and Lucent, which was initiated on 2 April 2006, when Alcatel disclosed its intent to acquire Lucent for $13 billion.

The deal is due for completion early next year, following approval from the US government, when Alcatel Lucent will command approximately a 20 per cent share of the world's telecoms market.

Lucent is a specialist in the telecoms equipment field, while Alcatel's business is based around marketing devices for the landline and wireless applications industries.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content