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.
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.