Both companies are committed to creating or expanding "second" agency networks around the nucleus of two U.S. agency names -- Publicis with Fallon McElligott and Havas with Snyder Communications' Arnold Communications. Fallon and Arnold are respected for their creative work but have little current presence overseas.
How they go about this promises to hold the most interest for marketers. Publicis and Havas will need to offer something new and enterprising to fulfill their aspirations -- and justify their financial bets. In a world already populated by agency networks, simply building up two more won't open many client doors.