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.