Euro RSCG set to win Alcatel Lucent rebranding task

by Joe Lepper, Brand Republic 13-Oct-06, 09:00

LONDON - Havas's Euro RSCG is understood to have been hired by US telecoms giants Alcatel and Lucent to handle a global rebrand.

The move comes as Alcatel's $13bn purchase of Lucent, which was first announced in April, awaits US government approval. If granted, the consolidated firm will be called Alcatel Lucent.

According to reports in the US, the worldwide adspend is estimated at around $125m (£67m).

This is not the first time a Havas agency has worked for Alcatel, with its Boston outfit Arnold Worldwide Partners working on a previous campaign in the US that used the voice of political activist Martin Luther King Jnr.

Lucent, which manufactures equipment for phone systems, and Alcatel, which specialises in landline and wireless sectors, have a combined global telecommunications market share of just under 20%.

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