But what Lvy covets most is a smaller, in-your-face flagship agency in New York.
Now imagine the creative turmoil Lvy could cause by reuniting the brothers Saatchi with their erstwhile agency.
Lvy, 58, still simmers over a years-long fight his company, Publicis, had with True North Communications of Chicago.
Bob Kantor, a former chairman of Publicis in the U.S., recalls meeting Lvy.
The Saatchi conquest puts the U.S. share of Publicis's revenues at 38%, a number Lvy wants to increase to 45%.
But unlike Bleustein-Blanchet, who was apparently content with running a European agency, Lvy wanted to play on the global stage.
Two years later Bleustein-Blanchet issued a memo announcing Lvy's promotion--without consulting him.
Lvy says he has considered taking another run at True North.
Lvy arranged for Badinter, investors and employees to buy her shares.
Lvy says he looked at buying the venerable Grey Advertising.
Last summer, when schoolchildren in Belgium claimed that they became sick as a result of drinking Coca-Cola, Lvy recommended a media tour of the factory in Brussels--which helped temper criticism of Coke's aloof response to the initial crisis.
If Levy has hardly been known on Madison Avenue, it is perhaps because he played second banana to the agency's flamboyant founder, the late Marcel Bleustein-Blanchet. (The company name comes from publicit, which means "advertising, " and six, for 1926, the year it was founded.) Lvy burst onto the public scene as he assumed more control of the agency group.
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