Havas Group wants to emphasise the fact that it is a complete communication group that makes easy the decision making process for its clients by working in a simple structure that offers all round solutions. That is why the company has rebranded its largest network and realigned its brands. The group made this strategic change because it wants to ride the wave of digital revolutions. According to the company statement, the digital revolution and technology has blurred the difference between creative and media, and various communication disciplines.
There is a transformation that’s taking place in the advertising industry, which calls for a change in business model. In this scenario Havas Group has redefined its business by placing digital at core of all its agencies and activities and has unified its creative and media assets. It has further bolstered the brand recall of the company by renaming its largest creative network Euro RSCG as Havas Worldwide.
Talking about the change David Jones, CEO Havas, said, “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.”
The company claims to have implemented a unique business model with a simple, clear, agile and integrated structure. The Havas Group will now consist of 2 main brands namely Havas Media and Havas Creative. Havas Media will have all the global media agencies, and Havas Creative will be the mother brand for Havas Worldwide network, Arnold Worldwide micronetwork, and other communications agencies. Havas Worldwide network will have Euro RSCG, Euro RSCG Life, Euro RSCG 4D and Euro RSCG WW PR brands pread across 316 offices in 75 countries. Meanwhile, the Havas Media brand as well as its network agencies like MPG, Arena Media Communications, Havas Digital and Havas Sports & Entertainment remain unchanged. Havas Media is expected to reveal a new visual identity at the beginning of 2013.
Jones further added, “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. We want to stress 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.”
The rebranding also includes the creation of Havas Digital Group, a new umbrella brand that will operate across both media and creative. According to Jones Havas Digital Group will purely be a brand name as opposed to a new network or new operational division and reflect Havas’s continued commitment to its digital at the core model.