Boosted by the $2.1 billion purchase of Snyder Communications in 2000, Havas Advertising has posted a 25.2% surge in revenues for last year to €2.24bn ($1.95bn; £1.37bn).
Including Snyder’s results for both 2000 and 2001, and excluding other acquisitions and divestments, revenues increased 0.3% (including a 2.6% rise in Europe and a 1.9% fall in North America), making Havas one of the few ad groups to achieve organic growth in a market that has contracted over the last twelve months.
The share of revenues coming from traditional advertising declined last year. On a like-for-like basis, ad revenues fell 5.3% in 2001 to €881 million, while marketing services generated €1.36bn, up 4.3%. This trend was even more pronounced in the 4.8% slide in pro forma revenues recorded for the fourth quarter: advertising was down 15% while marketing services rose 1.3%.
Havas, the world’s fifth largest agency group, also saw billings surge 25.2% last year to €14.9bn, while net new business stood at €2.1bn.
Chairman Alain de Pouzilhac forecast healthy organic growth for the group in 2002, in contrast to the overall ad sector, which he expects to remain flat or fall by up to 2%.
Data sourced from: BrandRepublic (UK); Havas Advertising; additional content by WARC staff