Havas brand consolidations continue, Media Contacts and MPG merge

Havas, the French holding company that operates a handful of media and creative agencies in Canada, is continuing to put its name at the forefront of its Canadian operations with the merging of Media Contacts and MPG. The merged operations of the two entities, digital and media agencies respectively, will now operate as Havas Media […]

Havas, the French holding company that operates a handful of media and creative agencies in Canada, is continuing to put its name at the forefront of its Canadian operations with the merging of Media Contacts and MPG.

The merged operations of the two entities, digital and media agencies respectively, will now operate as Havas Media Group.

Last year saw the rebranding of the network’s Euro RSCG creative agency holdings as Havas Worldwide. Like that rebranding, the creation of Havas Media Group in Canada is meant to streamline the company’s offerings and break down barriers between operating units. However, the company also says the merger will not bring about any staff reductions or management changes.

“The explosion of digital media means that no one can afford to deliver a siloed approach to communications,” said Alfonso Rodés, Havas Media Group’s CEO, in a statement. “This new media model integrates our digital expertise at the core of our organization, promoting greater agility between all our teams and disciplines. It’s a simple yet progressive move that enables us to harness the digital transformation that has hit all types of media. By reorganizing our teams, changing the lines of reporting and investing in building company-wide digital fluency, we put ourselves in a unique position in the industry.”

Kevin Johnson, Canadian senior vice-president and managing director, said the media operation rebranding is similar to last year’s creative shop shift in that it will “allow for a simpler and more agile corporate structure that aligns with our clients’ needs and the increasing demand for digital fluency and a new level of story telling.”

The new unit’s brand identity is set to be revealed Jan. 24.

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