Vivendi Stays Loyal to Incumbent Media Shops After Review

18 October 2002

The two agencies handling the €400 million ($389m; £251m) media planning and buying duties of ailing media mammoth Vivendi Universal can breathe a sigh of relief, after a six-month review concluded with the reappointment of both incumbents.

Vivendi decided to reassess its media arrangements in April, inviting five shops to compete for a chunk of the business.

Perhaps in view of its severe lack of cash, it decided to stick with existing agencies: Carat France, which handles telecoms firm Cegetel-SFR and Universal Music; and MPG, responsible for media buying at pay-TV group Canal Plus.

The three other shops in the review were Initiative Media, Zenith Optimedia and OMD, all in Paris. The latter did not come away empty-handed, however, gaining media and strategy duties alongside MPG for Vivendi Universal Publishing brands.

But OMD’s appointment may be only for the short term, as Vivendi hopes to sell off VUP in the coming months. Similarly, Carat’s grip on the Cegetel account could loosen should Vodafone succeed in its attempts to take over the unit.

Data sourced from:; additional content by WARC staff