Principal: Marian Salzman, CEO, North America
Subsidiary agencies: 21, including Abernathy MacGregor Group, Maitland, Cake MPG, and Red Agency
Offices: Global: 45 wholly owned; US: 10
Revenue: Global: $200 million to $250 million; US: $10 million to $65 million
Headcount: Global: 1,250; US: 250
Havas PR rebranded last year from Euro RSCG Worldwide PR.
The agency's renaming was part of a global rebranding initiative at holding company Havas. The network's Euro RSCG Worldwide, which included Euro RSCG Worldwide PR, along with more than 300 branches in 75 countries, became known as Havas Worldwide.
The rebranding “made a huge difference” in the agency's business, notes Marian Salzman, CEO of North America.
“The clarity of being called ‘Havas PR,' having a common global nomenclature, gave us something to talk about,” she adds.
Havas PR reported revenue gains of 8% last year, which Salzman attributes to new business wins and taking on extra projects with existing clients. In the US, the agency began working with Five Point Snacks, Arts for a Better World, and Make Up For Ever.
After winning beauty brand Coty's corporate communications account at the end of 2011, Havas PR grew its work to a global mandate. Additionally, the firm expanded into Latin America with North American client Transitions Optical and into five European countries with US account Pernod Ricard. Havas PR lost most of its work with Sears Holdings, as the retailer handed additional assignments to Zeno Group.
“We replaced that revenue the hard way,” explains Salzman. “Making up a $4 million piece of revenue is a miserable experience. We have to be more strategic about how we go about choosing a retail partner. I want them to be more monogamous.”
Recruiting talent remains one of the biggest challenges for Havas PR and the industry as a whole, Salzman says. While the agency hired Terese Kelly as SVP and media director in New York, former North America president Lisa Rosenberg departed last May, eventually joining Allison+Partners in February.
“The shortage of great people is really there,” she adds. As a result, Havas PR will emphasize extra staff incentives, such as a tuition reimbursement program, international training, and a social media boot camp in partnership with the Miami Ad School.
Havas PR opened an office in Boston last year and plans to collaborate more with regional agencies in New England, the Southwest, and Canada, adds Salzman.