French fiscal commando Vincent Bolloré may have his share of failings. Inconsistency is not one of them.

He continues to stoke his poke in London-headquartered media and research specialist Aegis Group. And continues to keep everyone guessing as to his motives.

As at close of business Tuesday, Bolloré's stake in Aegis stood at 21.05% - within a hair's breadth of the 22% that triggered his boardroom pounce on Havas, the advertising group of which he is now chairman.

Some onlookers see as 22% as significant in the case a Aegis as well. But Bolloré is not a creature of habit and enjoys foxing the advertising and financial worlds amost as much as making money.

But there are also notable differences between the Havas and Aegis scenarios.

In the case of the former, Bolloré was publicly critical of its senior management and made it crystal clear he sought changes via representation on its board. With the latter he has - equally publicly - praised the company and its management, making no mention of a boardroom seat.

Aegis employs approximately 10,500 staff in over sixty countries. It is structured around two core business areas: Aegis Media, which includes Carat, Vizeum, Posterscope and a range of communication services businesses; plus Synovate, a leading global market research network.

Data sourced from; additional content by WARC staff