Havas Media was traditionally the umbrella name for the media planning and buying units of marketing service group Havas. However, that previously separate network was combined during 2017 with what was formerly the group's creative business under a single management team. The media team now operates under the banner Havas Media Group. Working alongside the main network is secondary business Arena Media - although that brand has been retired in several markets, most notably the UK - as well as a digital media and CRM division and a collection of specialised sports and entertainment agencies. Havas Media was originally created in 2013 from the rebranding of what was then MPG (or Media Planning Group). Operating mainly in Western Europe and the Americas, Havas Media was the world's #10 network in 2020 with billings of $8.8bn (according to COMvergence). AdAge estimated global revenues of $771m in 2020, of which only $186m was generated in the US. As one of the smallest of the consolidated global media networks, Havas Media spent several years looking for a partner which might help boost its international coverage. However, all attempts to strike a transformational deal were frustrated. During the mid-2000s, for example, overtures by Havas to Aegis (then parent of the Carat and Vizeum networks) were repeatedly blocked by that company's shareholders. Yet despite these challenges, Havas Media's performance has steadily improved since 2005, and the group as a whole finally found much-needed security when it became part of media conglomerate Vivendi. Peter Mears is global CEO of Havas Media Group. The network operates across around 100 countries but it tends to be strongest in Europe (especially France and Spain) and in Latin America. It also has a surprisingly widespread footprint across Africa, with offices in more than 20 African nations. Arena Media is a second-string media brand, usually handling client conflicts. Increasingly, though, it is being absorbed into the main Havas Media agency.
Capsule checked 7th May 2021
Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
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Marketer Moves 6th Oct 2021: New CEO at Havas Media North America. See Marketer Moves (members only).
Adbrands Daily Update 9th Sep 2021: Unilever's mammoth media review concluded. Most of the incumbent agencies were retained, with Mindshare holding onto the biggest share of the global business, including key markets including the US, China, the UK and most of Europe. Similarly, Initiative's responsibilities for Latin America were renewed. However, there were a few significant changes in selected territories. PHD continued to expand its global remit, adding Germany and the other DACH markets, Canada, the Middle East and Turkey, all at Mindshare's expense. There were also surprise triumphs for Havas Media, which added France and Spain, also from Mindshare.
Adbrands Daily Update 27th Aug 2020: Havas Media strengthened its position in Australia with the acquisition of Hyland, one of the country's largest remaining indepepdent media agencies. Founder Virginia Hyland will remain as CEO and the agency will operate as a separate unit under the Havas Media umbrella. Key clients include Coty, Church & Dwight and Sydney Airport.
Adbrands Weekly Update 30th Aug 2018: Havas Media's US office took a heavy blow with the loss of LVMH's local business to a newly created entity within Dentsu Aegis Network. With annual billings of around $400m on brands including Dior Parfums, Louis Vuitton, Hennessy and Bulgari, it has been one of Havas Media's top three or four local accounts. Havas Media continues to work for the luxury giant in other markets. There was some minor consolation for Havas with the capture of creative duties for pharmacy chain Rite-Aid, though billings there are considerably lower; and also consolidation of Telefonica O2's UK media business to include standalone brand Giff Gaff.
Adbrands Weekly Update 7th Dec 2017: Havas promoted Peter Mears, COO of its media operations to divisional CEO, replacing Alfonso Rodes, who moves up to chairman. Mears joined Havas earlier this year from Interpublic's Initiative to help run what is now billed as Havas Group Media, as opposed to the old Havas Media Group. Havas is the first of the major marketing groups to have re-bundled its creative and media operations under a single management team. "In just six months at Havas, Peter has implemented even higher operational standards, boosting collaboration and building the most agile teams in the media industry," said group CEO Yannick Bolloré. "Peter has a passion for winning, an absolute must for this next stage at Havas Group Media." Separately this week, Havas Media secured US media for confectionery company Perfetti van Melle, makers of Mentos and Airheads.
Adbrands Weekly Update 16th Mar 2017: In another step towards an industrywide rebundling of marketing disciplines, Havas announced the elimination of separate silos for creative services and media. Following on from its reintegration of Havas Creative Group and Havas Media Group in four key markets, it will now roll out that process worldwide. All regional units will be integrated as individual profit centres under a single leader. Jorge Percovich, previously CEO of Havas Media Latin America, becomes CEO of Havas LATAM, with responsibility for both creative and media; Mike Amour, formerly CEO of Havas Creative in Asia Pacific, was named as CEO for Havas APAC. At the same time, current Havas Media worldwide CEO Dominique Delport moves to a new central role as group global managing director and chief client officer. North America and France have already been combined under the command of group CEO Yannick Bolloré. Spain is under Alfonso Rodes Vila, while Chris Hirst leads a shared P&L for the rest of Europe. Separately, Havas added to its French portfolio with the acquisition of Agence79, an independent media agency specialising mainly in digital. It also established a direct presence in New Zealand for the first time with the purchase of Auckland-based Mr Smith. That shop has relaunched as Havas NZ.
Adbrands Weekly Update 13th Oct 2016: Havas acquired UK-based marketing group TargetMCG, which claims to be the country's #1 entertainment marketing agency. The group handles media and promotions for mainly independent movie distributors and software developers, as well as advertising for theatres and major art exhibitions. Current chairman is former PHD founder Nick Horswell. Founder Robert Wilkerson is CEO, but TargetMCG's controlling shareholder is actually COO Louise Gaynor, who now controls more than 50% of its equity. The deal price was not disclosed but trade sources estimated an initial payment of around £10m. TargetMCG will retain its existing management and branding operating under the umbrella of Havas Media Group UK.
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