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Havas group rebrands; Euro RSCG now known as Havas Worldwide

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MUMBAI: France based communications network Havas has implemented a new business model with an integrated structure with the aim of placing digital at the core of all its activities and agencies, unifying creative and media assets and strengthening the visibility of its global brand by renaming its largest network.

Effective from today all Euro RSCG agencies have been renamed Havas Worldwide (316 offices in 75 countries, including the Euro RSCG, Euro RSCG Life, Euro RSCG 4D and Euro RSCG WW PR brands). This does not translate into any change in leadership.

Euro RSCG was formed in 1991 by the merger of two French agencies Eurocom and RSCG, both formed in the mid-1970s.

Under the new brand structure, the Havas group consists of two main brands - Havas Media and Havas Creative. The former entity will include all of the group‘s media agencies while Havas Creative will include Havas Worldwide (previously known as Euro RSCG) and Arnold Worldwide (16 agencies in 15 countries across five continents) along with other communications agencies.

The rebranding also involves the creation of a new brand Havas Digital Group which will be an umbrella brand operating across media and creative. It will not be a new network pr operational division, but purely a brand. The move comes as a step towards proving the group‘s commitment towards digital.

Havas CEO David Jones 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. 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."

Jones 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."

The Havas Media brand, as well as its network names (MPG, Arena Media Communications, Havas Digital and Havas Sports & Entertainment) remains unchanged. Havas Media will reveal a new visual identity at the beginning of 2013.

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