Havas Advertising, the globe’s sixth largest agency group and owner of the Euro RSCG Worldwide and Arnold Worldwide Partners networks plus media specialist MPG, is axing advertising – but only nominally.

The group will be known henceforth simply as Havas, having recently bought outright from previous owner Vivendia Universal the right to use that name. The simplification aims to symbolize the group's “ambition to be present across all the different communication disciplines”.

Havas chairman/ceo Alain de Pouzilhac has evidently had a change of heart and dropped his earlier opposition to the rebranding. “I am delighted that our shareholders have approved this resolution which is key to our group's development,” he avers. “In emotional terms, I love this brand, to which a number of very talented men and women have devoted a great deal of time and energy."

De Pouzilhac continued: "In rational and strategic terms, it is a powerful and well-known brand, which accurately reflects the scope of our group today. With the support of our shareholders, we will now devote all our available resources to develop Havas, a leading communication brand, even further."

The name Havas has symbolic and emotional importance in the French media world, linking to Charles Louis Havas, who in 1835 launched the world's first news agency.

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