We we want to become the reference agency

In the wake of the announcement surprised by their departure from Publicis where they were respectively Publicis Board France and the Agency Marcel , Christophe Lambert, Frédéric Raillard, Farid Mokart said to want to turn the page by launching an agency which will become, they did not doubt "the largest independent French group" for an adventure that will last "at least fifteen years." In an interview with the "Echos", three men reported having no resentment against Publicis. "We created the Agency Marcel together and, in a year and a half, we have achieved the objectives that we set for five years, with gross margin EUR 18 million. We asked for a clarification on the place of Marcel in Publicis, because we were not satisfied with the role that should deal with this agency. "We have never received response on the part of Maurice Lévy", explained Frédéric Raillard and Farid Mokart.

Especially, the participation of Vincent Bolloré in this new adventure the President and first Havas shareholders will take 30 of the capital of FFL (Fred-Farid-Lambert) seemed them natural. It is the only investor that they went to see and the transaction is entered into the weekend. "It is becoming the media reference man and he brings a great breath." We, we want to become the reference agency. In addition, we wanted a partner that provides time and it soon became apparent as the ideal partner. "We also see as a strategic partner: it invests media as we want to invest the media", said the three men. So, it is not question, at least for the moment, the FFL Agency, which still exists only on paper, incorporates Havas. The contribution of the group chaired by Vincent Bolloré to summarize a set of synergies, covering the media MPG for the moment, Aegis tomorrow perhaps and the distribution network that can constitute EuroRSCG Worldwide. The three men rely more on their creative talent than on the strength of a network.

Maurice Lévy angry

Maurice Lévy, Chairman of Publicis group, little appreciated these departures, and their modus operandi. "I have been informed of the resignation of Christophe Lambert, Frédéric Raillard and Farid Mokart moments before do go interview to the daily press and give me time to inform our customers and our employees, said it in an internal memo to employees of the group." I will not dwell on the method surprising and little consistent with trade codes that dictate that should be taken into account in such cases, the interests of clients and collaborators in priority.

The three parties concerned yet defend themselves of having committed a "crime" leaving Publicis. "If we were more pleased with the group, we would of course remained", they say. They ensure that the transition period will run smoothly and that clients of Publicis Board and Marcel will not be harmed. But the call for independence was the strongest. "We represent the new generation and we're here to take the power", Word.

The Paris stock exchange, the Publicis action accused the blow, losing up to 2.5 at the beginning of session before slowing his fall afterwards (it closed down 0.61 to 31,20 EUR). Analysts are reminiscent of the weight of the France and, a fortiori, Publicis World Council in France, in what is today the fourth group of communication. Vincent Bolloré stake in the new agency decision-making is more seen as a provocation, say analysts. But Havas title still won 4.44 yesterday at the end, to 3.76 euros. "This is history Publicis which benefits Havas". I think that Lambert will go to term in Havas. "It is not to immediately due but non-compete clauses, in the term, I wouldn't be surprised that Havas purchases FFL", a financial analyst told the Reuters news agency.