More consolidation in the ad buying sector. France’s Havas publicity group is buying Britain’s BLM Holdings. Reuters reports Havas is particularly interested in its online arm BLM Quantum – the 10-year-old outfit is a digital agency operating consultancy, email marketing, search advertising and measurement services for clients including FilmFour, Maxim and Thomas Cook. Havas said it sees “strong potential” in Quantum.
Statement: “The enlarged operation, together with (Havas’) Media Contacts, gives a collective digital capacity that makes it the country’s second-largest digital media group,” the statement said.
BLM will be combined with Havas’ Arena Media unit and renamed Arena BLM. Havas CEO Fernando Rodes Vila told WSJ (via Reuters): “We have had problems to get into some key pitches in the U.K. because we did not have the clout.” Now Havas becomes the UK’s number-two digital agency, based on combined Quantum and Media Contacts billings.