Media Planning Group
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Media Planning Group (MPG) is the media division of Havas, the sixth largest communications group worldwide.
MPG was created in March 1999 as the result of a merger of Media Planning founded in 1978, and Médiapolis, founded in 1980. The two agencies specialised in offering communication and media strategy and management services, media planning and buying to its clients. Operating mainly in Western Europe and the Americas, it is the 10th largest media specialist worldwide : according to RECMA, it had billings of $9.0bn in 2005
[edit] History
The company was created in 1999 as the result of a merger between two media agencies: Media Planning S.A. founded in Spain in 1978 by Leopoldo Rodés Castañes and covering the Hispanic markets, and Médiapolis, a French company founded in 1980 by Havas Advertising which shared a common business expertise.
It was formed as a reaction to the media markets of the world, which were consolidating due to very significant economies of scale possible, and offered synergie to advertising companies, who were its major clients. Another business driver was the shift away from a commissions-based model in the media planning and buying businesses at the time towards a fixed-fee model. As one of the few large independent agencies left, Havas Advertising entered into negotiations to acquire Media Planning S.A. .
Having started out in just eight markets (Spain, Portugal, France, UK, the Netherlands, Argentina, Mexico, Colombia), today MPG is a worldwide network, covering 93% of the world’s advertising investment. It has grown organically through lack of opportunities or funding for acquisitions, and has preferred using local partnerships as a way of gaining entry to new markets.
MPG group holds Media Planning, Arena and Media Contacts.
Fernando Rodés Vilà, son of the founder of Media Planning S.A. was appointed the new CEO of Havas in March 2006.
