As part of its ongoing restructuring, Havas Advertising is to merge Brann Worldwide, the world’s biggest direct marketing network, into Arnold Worldwide.

Brann was part of the Diversified Agencies Group, which Havas is dismantling. Most of DAG’s constituent parts, representing 55% of the unit’s revenues, are being folded into the holding company’s Arnold, Euro RSCG Worldwide and Media Planning Group divisions.

With 5,500 employees, 16 offices and numerous high-profile clients, Brann was the biggest prize on offer. At Arnold, it joins fellow UK-founded ex-DAG members Ehsrealtime (direct marketing), Steam (sales promotion), AMX (new media) and Conran Design.

In addition, Arnold is absorbing America’s Magnet and French network Groupe W (both corporate communications), plus Parisian shop Le Nouvel Eldorado (creative).

Euro RSCG ingests French agencies Pulp (design) and Connectworld (interactive), as well as US-headquartered PR and financial communications shop Noonan Russo. MPG gets control over Paris-based Havas Advertising Sports and Britain’s All Response Media (media shop for Ehsrealtime).

Other former DAG units – mostly specialist PR, marketing support and human resources shops accounting for 36% of revenues – will be put into new independent agency groups. The remaining 9% of DAG will have its future decided by the end of next year, with many of the four ad agencies and three marketing services firms in this group expected to be sold.

News source: AdAge Global