Alcatel hands Euro RSCG global rebrand task

US telecoms giant Alcatel is taking advantage of its ongoing relationship with Havas’ Euro RSCG by asking the agency to handle a global rebrand.

The move, confirmed by Euro RSCG UK chairman Kate Robertson, comes as Alcatel’s $13bn (£7bn) purchase of Lucent, which was first announced in April, awaits US government approval. If granted, the consolidated company will be called Alcatel Lucent.

Alcatel, which is estimated in some US reports to have a worldwide advertising budget of $125m (£67m), has a longstanding relationship with Euro RSCG on a range of projects, including advertising, business-to-business and corporate communications.

The rebrand is likely to be handled by Euro RSCG C&O, a unit of the agency based in Suresnes just outside Paris and run by chief executive Laurent Habib.

Alcatel has previously worked with other Havas agencies – with Boston-based Arnold Worldwide Partners working on a previous campaign in the US that used the voice of political activist Martin Luther King Jnr.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now