• by Joe Mandese  @mp_joemandese, September 24, 2012

Havas this morning said it is consolidating its global brand identity under two primary entities -- Havas Media and Havas Creative -- and is adding a new one: Havas Digital Group. As part of the effort, flagship creative shop Euro RSCG, and similarly branded divisions, will become known simply as Havas Worldwide.

The French agency holding company said the reason for the brand consolidation is that digital media and marketing is eroding the “borders between creative and media” and “technology is in the process of transforming business models in many sectors including the advertising industry.”

“With this name change and with the moving together of our creative and media companies in Paris and New York, we're aiming to reinforce a key competitive advantage of Havas,” stated CEO David Jones, adding “that we're the most integrated of all of the communications groups with the simplest structure that can offer our clients a powerful combination of creative excellence, digital expertise, scale, agility and innovation."

The agency said the new Havas Digital Group is not a new advertising services network, but will serve as an “umbrella brand” that will traverse both media and creative.

Havas said its disparate media services brands -- MPG, Arena Media Communications, Havas Digital and Havas Sports & Entertainment -- will remain unchanged and will continue to operate as part of Havas Media until 2013, when a “new visual identity” will be revealed for the media division.

Boston-based Arnold Worldwide will retain its name and identity within Havas Creative.