The move comes in the week following the revelation that Bollore had been buying shares in Aegis, owner of the media agency Carat. Bollore now owns just over 6% of the company.
The Bollore family business is a conglomerate with interests including fuel distribution, plastic films and transportation, as well as investments in a French radio station.
However, Vincent Bollore has a growing interest in the advertising industry. Along with buying more than 20% of the French ad group Havas, Bollore made himself chairman of the company after taking four seats on its board.
In the French media, Bollore has a reputation as a corporate raider. However, he has taken pains to say that he is investing in Havas with an eye on the future, and does not plan to break the group up and sell it off.
Last week, a spokesman said of the Aegis share buy-up: "This is a financial investment that confirms that the Bollore group intends to continue to develop in the media sector."
Merging Havas and Aegis would help the companies close the gap on rivals Publicis Groupe, Omnicom Group, WPP Group and Interpublic Group, which all have stronger media operations.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .