Managing in Troubled Times Case Study

Havas: Troubled Times at French Advertising Giant

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Abstract:
By 2004, the advertising industry worldwide was in a consolidation phase as was felt that only the integrated global agencies would remain profitable, following the economic downturn in the new millenium. For Havas, the largest adverstising agency in France, trouble ensued in 2004 when it lost a bid to acquire Grey Global Inc. (the seventh largest in the world) as its last effort to stay independent.

Pedagogical Objectives:

• To discuss the reasons for the weak financial health of Havas
• To discuss the strategies adopted by the company to maintain its position in the global advertising industry.

Keywords : Global advertising and communications business; GreyGlobal Inc.; Young & Rubicam; History of Havas; Five year financial summary of Havas; Organisational structure of Havas; Managing in Troubled Times Case Study; Market share of global advertising agencies; Geographical distribution of revenues for Havas Group

Contents:

• An Overview
• Financial Losses and Restructuring Efforts
• Can it Stay Independent?
• The Global Advertising Industry