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.

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