Havas buys sponsorship agency

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PARIS -- Havas Advertising acquired sponsor- ship agency Lifestyle Marketing Group, spec- ialists in music, cinema and leisure, with gross income for 1998 forecast at $3 million. Financial terms were not disclosed.

The seven-year-old L.M.G., whose clients include Hewlett-Packard, L'Oreal, Peugeot and Credit Agricole, is expected to provide Havas with the expertise to aid clients in determining their sponsorship strategies both in France and internationally.

The agency also advises sport operators, such as the Comite National et Sportif Fran- cais and the Federation Francaise de Football, at the genesis of their marketing and advertis- ing programs.

Havas, through L.M.G., is preparing to devel- op its sports projects by creating a specific marketing structure for rugby for the 1998/99 season, whose aim is to help rugby clubs as they turn professional.

Copyright May 1998, Crain Communications Inc.

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