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Havas was the first French news agency, created in 1835 by Charles-Louis Havas. The Agence France-Presse (AFP) news agency comes from it. On the other hand, Havas itself is now the second largest French advertising group, of which Vincent Bolloré is the main share-holder, and doesn't carry out anymore news activities. Havas is the sixth-largest global advertising and communications group worldwide, operating on the communications consulting market through three main operational divisions: Euro RSCG Worldwide, Media Planning Group] and Arnold Worldwide
History
It bears the name of its founder, Charles-Louis Havas,who established France’s first press agency back in 1835.
In 1968, the advertising department was incorporated to form a société anonyme, Havas Conseil. The new Company expanded its business rapidly and in 1975 became the holding company, under the name Eurocom, of a Group of subsidiaries specializing in various communications activities.
Since the 1970s, the Group has expanded its business significantly in France and internationally, both in the communications and media purchases sectors, by broadening the scope of services that it offers and expanding into new communications technologies.
Havas was first listed on the Paris Bourse (now the Euronext Paris) in 1982. The principal milestones in the Group’s strategic development are the following:
1991. Eurocom acquires the French advertising group RSCG, leading to the creation of the Euro RSCG Worldwide advertising network.
1996 The company changes its name to Havas Advertising and creates four operating divisions, the largest of which is Euro RSCG whose headquarters are moved to New York in 1997.
1999. Creation of the MPG network by combining the media planning and buying activities of Media Planning, S.A., a Spanish company, with Médiapolis, the Company’s then existing media planning business. Havas initially acquired 45% of MPG, which was increased to 100% in May 2001. With MPG, Havas offers a wide range of media services in major markets worldwide.
2000. Havas makes a successful bid to acquire Snyder Communications, Inc. This American group, a provider of direct marketing, advertising and communications services, is organized around three divisions: Bounty SCA Worldwide, Arnold Communications and Brann Worldwide. Bounty joined the Euro RSCG Worldwide network in order to strengthen its marketing services capability; Arnold Communications merged with Campus, Havas’ second advertising network, to create Arnold Worldwide Partners. Havas lists American Depositary Shares (ADSs) on the Nasdaq National Market System.
1998-2001. Havas adopts a proactive acquisition strategy to strengthen some of its global markets. In addition to MPG and Snyder, the Group acquires around one hundred specialized agencies in America, Europe and the Asia Pacific region.
2002. The Company’s name is changed from "Havas Advertising" to "Havas" by decision of the annual shareholders meeting held on May 23, 2002.
September 2003. Strategic restructuring and reorganization of the Group around three core divisions: Euro RSCG Worldwide, a worldwide network for continuing development of integrated communications through Creative Business Ideas® and bolstering the new organization implemented through the Power of One. MPG, Havas’ worldwide network for media expertise and traditional advertising and marketing services, continues to develop for its direct clients as well as those of Euro RSCG Worldwide and Arnold Worldwide Partners through a reinforced network in a number of countries. Arnold Worldwide Partners concentrates its development efforts on local markets with strong potential, both in the United States where it enjoys an excellent reputation for creativity, as well as in key international markets where creativity is an important factor and where Arnold Worldwide Partners already has a strong local presence.
2004. Havas completes its restructuring and strategic reorganization. In July, Bolloré Group acquires a stake in the Company’s share capital. In October, the Company completes a 404-million-euro capital increase which significantly reduces its debt level.
2005 is a transition year marked by a significant change in the Havas management team.
Services
Havas’ business consists of providing communication consulting services, through traditional advertising in media, a multitude of various marketing services and media expertise.
Traditional advertising services consist of defining the nature, content and illustrating the advertising message for dissemination through traditional media: television, print, radio and display advertising for the promotion of products or brands, such as:
• Direct Marketing: providing communications, such as direct mail, and related database support that are designed to develop and maintain a measurable contact between the message sender and the receiver;
• Sales Promotion: designing communications that aim to induce consumer purchasing,promote consumer loyalty, increase consumer interest in a product or react to competitive pressures;
• Corporate Communications: providing communications relating to a company, its employees, values, identity and financial performance that are intended to make the company better known or improve its image to its suppliers or the financial markets, and to serve as internal communications;
• Health Communications: promotion of health industry brands, primarily medical prescription drugs and Over-The-Counter (OTC) drugs, with specialized expertise that offers advertising campaigns and Medical Education, public relations and interactive media, both locally and internationally;
• Internal Communications: communications designed to disseminate internal information, motivate employees and promote teamwork;
• Television Sponsorship: relatively recent communications technique which consists of associating a brand or a product to a television program;
• Design: intended to increase the sales of products or services through the design of products themselves, their packaging, the visual identity of companies or the architecture of business establishments;
• Human Resources: specialty provided to companies for their hiring, training, promotion and related internal communications;
• New Communications Techniques: Multimedia interactive communication services,consisting of providing communications using on-line, off-line and interactive multimedia. Use of interactive techniques such as data mining and e-mail, used to establish direct bilateral communications between a company and its customers. Integrated communication consists of coordinating traditional advertising services with marketing, interactive, corporate communications and other communications services.
• Media expertise and media buying: Media expertise consists of studies and techniques aimed at optimizing the efficiency of advertisements by determining the media best suited for reaching the largest number of readers, listeners or viewers who are part of the target market. Media expertise has become increasingly important with the growth of television advertising, due to the size of television advertising budgets and the complexity of viewer data. Media expertise and buying give the advertiser: (i) qualitative services, to optimize the effectiveness of purchased space, adapted to the target population;
See also
External Link
"Havas"