Lagardere, Hachette team for 'brand factory'


PARIS -- Hachette Filipacchi Medias and Lagardere Active have merged to form a new worldwide media division covering press, radio, TV and digital technology.

The new entity, named Lagardere Active Media, aims to "become a worldwide 'brand factory,' eventually able to cover all aspects of multimedia and multigeography targets and markets," the company said Monday.

CEO Didier Quillot and chairman of the supervisory board Arnaud Lagardere confirmed the creation of Lagardere Active Media, which will include two new departments -- an internal marketing division and a digital department responsible for all French and international Internet strategy.

Lagardere Active Publicite and Interdeco, the group's advertising agencies, will merge to form the second-largest advertising agency in France, Lagerdere Publicite (to be known as Lagardere Global Advertising internationally).

Lagardere Images will incorporate all of the group's TV production activities.

"Our strength lies in our presence in all media, on the most dynamic segments of the market both in France and internationally, the power of our brands, and the talent and professionalism of our editorial teams," Quillot said in a statement.

HFM encompasses Lagardere's press and magazine division with 260 titles in 41 countries, including the French Elle, Paris-Match, Tele 7 Jours, le Journal du dimanche and regional dailies.

Lagardere Active, the group's audiovisual branch, owns radio stations such as Europe 1, Europe 2 and RFM, TV channels Canal J, Filles TV, Gulli and Tiji, in addition to Internet sites.

The merging of these two divisions "reflects perfectly our determination to generate group synergies, cut costs and develop a leadership culture shared by both traditional and digital media," Quillot said.