LONDON: Havas, the Paris-headquartered global marketing services conglomerate, is to meld its five UK media businesses into a single unit, headed as ceo by Mark Craze (pictured), currently managing partner at Media Planning Group – known these days by the obligatory initials.

In tandem with chairman Lord Alan Watson, former chair of  Burson Marsteller Europe, Craze will lead a media group to be known as Havas Media UK. It comprises MPG, Havas Sports, Arena BLM, branded content and PR agency Cake, and digital/direct agency Archibald Ingall Stretton.

Havas père claims that HMUK will have collective media billings of £650 million ($975.78m; €777.02m), despite which it will follow a trading model of line-by-line deals for clients.

Data sourced from BrandRepublic (UK); additional content by WARC staff