David Jones unveils new Havas Creative and Havas Media networks (with Havas Digital in there as well)

I think we’ve been here before – but this time it’s official.

Marcoms network Havas is renaming Euro RSG Havas Creative and its various media agencies (chiefly MPG) Havas Media. Second agency network Arnold Worldwide (which could surely do with a new name) remains as is.

But, to muddy the waters slightly, there’s also the creative of Havas Digital which is, according to CEO David Jones (left), a brand name rather than a separate entity. Havas digital types remain in the agency companies.

That seems to be it. Here’s what Dave says: ““A decade ago, we set ourselves apart by being the first major communication holding company to place digital at the core of all our agencies around the world.

“I think we’re once again pioneering through the integration of creative, media and digital. Our industry doesn’t make it easy for clients. They are the ones who have to do the hard job of sifting through big bureaucratic holding companies to try to get a variety of different companies, cultures and P&L’s to work together; to try to get creative, media and digital to collaborate.

“With this name change and with the moving together of our creative and media companies in Paris and New York, we’re aiming to reinforce a key competitive advantage of Havas – that we’re the most integrated of all of the communications groups with the simplest structure that can offer our clients a powerful combination of creative excellence, digital expertise, scale, agility and innovation.

“Today with the rebranding we’re making a small change, but it’s one we want to use as a catalyst for driving big change through Havas and the broader industry.”

Will this help the various Havas entities compete for business?

It might do as marcoms companies are increasingly pitching as one these days; Gillette is seeing pitches from Publicis Groupe and WPP as well as Wieden+Kennedy and (Omnicom’s) BBDO. Digital looks a bit of a fudge though although traditional creative agencies are supposed to offer digital too these days so you can’t move everybody out into something new. But will it be a credible opponent for the likes of WPP’s recently-acquired AKQA? Ditto PG’s LBi and indeed all its others, Digitas, Razorfish etc?

If anyone can sell this lick of paint to clients it’s account man supreme Jones.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.