The communications group Havas Advertising is launching a new
global media network, which will lead to the disappearance of the
Mediapolis brand in the UK.
Havas has formed the new dollars 5bn (pounds 3bn) agency through a
merger with Spain’s largest media group, Media Planning.
It now plans to roll out a global media brand market by market, possibly
under the Media Planning name.
The deal boosts Havas’ media offering by plugging gaps in its existing
network, particularly in Latin America.
Media Planning has offices in Spain, Portugal, Mexico, Argentina and
In Spain it bills pounds 500m and has 20% of the market, handling
clients such as Unilever, PSA, McDonald’s and Nike. In other markets,
Media Planning handles clients such as KFC and Pizza Hut.
Havas has media interests in the US and Europe and will use the deal as
a springboard to pitch for global business.
The deal makes the Media Planning group the second largest global
independent media company behind Carat.
This article was first published on Marketing