Between the Lines: Dru a wise choice for Havas

Campaign 24-Jun-05, 14:33

If nothing else, Jean-Marie Dru's expected takeover of the Havas helm (page 1) should help remove the large chip on the shoulder of the France-based conglomerate. The French have long been seen as peripheral players on the world advertising stage. The country's creative output has been largely banal, while cultural differences often caused foreign forays to end in tears.

As one of the few French admen with a proven reputation beyond his homeland, Dru will undoubtedly give Havas a more confident swagger. Moreover, Vincent Bollore, the shareholder who has been engineering the transfer of command to Dru from Alain de Pouzilhac, is keen to send a signal that the group's centre of gravity is firmly in France.

Putting egos aside, however, there are sound pragmatic reasons for picking Dru - he is well-versed in the ways of Havas' crucial US markets, while his experience on TBWA's Nissan business will be important in keeping Peugeot happy.

Above all, Dru is a champion of creativity. And Havas could certainly use a bit more of that.