The Bollore Group has increased its stake in Havas steadily since early September, when it held 10% of the company, which owns the advertising agency Euro RSCG Worldwide.
There has been no comment on the latest increase but on September 21, Bollore said that it was considering increasing its shareholding in Havas but that it did not now plan to take control.
Bollore is expected to be granted at least two seats on the Havas board and is reported to have discussed the issue with chief executive Alain de Pouzilhac.
Last week, it was revealed that WPP chief executive Sir Martin Sorrell had discussed the future of Havas with Bollore, who then owned 14% of the French advertising group.
In an interview, Sorrell said that he had spoken with French businessman Bollore, but refused to elaborate on the nature of those discussions.
Having lost out on its bid for Grey Global, Havas is widely seen as a takeover target with a sell-off of the group seen as highly likely.
The position of Havas chief executive Alain de Pouzilhac is seen as some as shaky and he could face calls to step down.
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