Havas Media will incorporate: MPG, the Havas Media global network; Arena, Havas Media's communications planning network; Media Contacts, the online and digital network; Havas Sports, the network's sports marketing specialists; and B6 Integrated Entertainment; the group's branded entertainment network.
In a statement, Havas said that "after an intense period of growth for the MPG network" the regrouping "under the name of Havas Media has simplified the existing structure".
Havas Media is being headed up by Alfonso Rodes Vila, who was appointed as chief executive of MPG in May when he replaced his brother, Fernando, who was promoted to chief executive of MPG's parent, Havas, in March.
According to Rodes Vila: "This move demonstrates Havas's continued commitment and support to the media expertise within the group. This umbrella brand is a proactive response to an intense decade of organic growth within MPG and its related companies. Ultimately, it's about adopting a simple yet dynamic structure that will allow us to relate to our clients with flexibility."
Recent new-business wins for the Havas media network include the $350m (£240m) Peugeot Citroen account in France, start-up low-cost airline Silverjet and the £12.5m media account for publisher De Agostini in the UK.
In its most recent results in September, the Havas network reported a 38% fall in profits to €21m (£14.2m) during the first half of this year, compared with €34m during the first half of 2005.
Profits plummeted, despite the network recording a 2.8% boost in its revenues to €719m, up from €700m during the first half of 2005.
The group, which owns creative agencies Euro RSCG Worldwide and Arnold Worldwide Partners, recorded new-business wins of €900m for the first half of the year, compared with €500m during the first half of 2005.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)