Havas, TBWA Await Dru's Decision

NEW YORK L'affaire Havas, a turbulent saga worthy of an Alexandre Dumas novel, moved south from Paris to the International Advertising Festival in Cannes last week and descended on TBWA Worldwide CEO Jean-Marie Dru. With Havas CEO Alain de Pouzilhac finally forced out and Vincent Bolloré solidifying his grasp on the French holding company, TBWA put on a smothering lovefest in Cannes designed to keep the 58-year-old Dru—the unanimous choice of everyone from the Havas rank and file to the French business community to Bollore himself—from decamping and taking de Pouzilhac's job. By the time he left the Riviera on Friday morning for Paris (and, sources said, a meeting with Bolloré) Dru still had not signaled his intentions, nor had Havas announced a deal. Havas chief creative officer Jacques Séguéla, who has known Dru for 35 years, confirmed Dru is considering the move: "An offer's been made to Jean-Marie Dru," he said Thursday, "and now it's up to him to make that decision. I think that by Monday or Tuesday at the latest we'll have the answer." Dru was expected to be in New York on Monday, sources said, perhaps to inform John Wren, CEO of TBWA parent Omnicom Group, of his decision. Neither Dru nor Wren would comment. For TBWA executives in Cannes, answers were in short supply, and they ended the week as unenlightened about Dru's next move as they were when it began. On Tuesday morning, before a Havas board meeting concluded with de Pouzilhac's resignation and the appointment of 10-year board member Richard Colker to "exercise the functions of chairman and CEO," as it was described in a statement, Dru told TBWA's operating-group meeting in Cannes that Havas was going to name a "president" (an apparent reference to Colker) and that it would not be him. That wording—not CEO but president, a title Havas hasn't used for some years—left members of the operating group wondering if Dru was still negotiating with the French holding company. Dru met with Wren for lunch on Wednesday to explore his options, sources said, and showed up late at a dinner of top TBWA executives and creatives at the tony Eden Roc restaurant at the Hotel du Cap. Some wondered if he would show up at all, but when he arrived, he was gently teased and showered with affection, sources said. TBWA Worldwide chairman and chief creative officer Lee Clow stood and told Dru that the 8,312 employees at TBWA loved him, sources said. Steve Wilhite, a top executive from Nissan, TBWA's largest global client, echoed those sentiments from the client side.Dru, who sat near Clow and Wren, smiled at the impromptu toasts but did not respond, let alone declare his intentions, said sources.Dru showed up at TBWA's Thursday night party on the beach across from the Carlton Hotel but did not stay long. Again, he said nothing to clarify his plans. Some people handed out "I Love TBWA" shirts at the party with Dru's face inside the heart. TBWA France president Nicolas Bordas grabbed a microphone to once again trumpet the company's love of Dru.If Dru initially enjoyed the courting and wooing, sources said it surely made him more and more uncomfortable as the week wore on. "He likes recognition, not to be the center of attention," said one. "He's getting a lot of pressure from the French business establishment," added another executive. "It would be almost like someone asking you to do your duty for your country." Sources said if Dru resigns, Clow would likely assume the CEO's duties, if only temporarily, while the agency looks for a permanent successor. In that regard, there are no clear-cut choices, said sources. Many point to Paul Bainsfair, president of Europe, as a likely contender. The London-based Bainsfair, however, has his hands full following the May exit of three top executives there: chairman and creative director Trevor Beattie, CEO Andrew McGuiness and deputy cd Bill Bungay, who left together to start their own agency. The split thrust Bainsfair into a more hands-on role as London chairman and CEO on top of his European duties. Bainsfair did not return calls. Havas' courtship of Dru is the latest twist in an astonishing overhaul by French corporate raider Bolloré, who, while the company's largest investor, owns just 22 percent of its shares. Last Tuesday, de Pouzilhac's 23-year-reign at the helm ended after his resignation was accepted by the company's board during a six-hour session in Paris. (After his defeat at the hands of Bollore at the June 9 annual shareholders meeting, de Pouzilhac sent out an internal e-mail pledging his commitment to stay at the top of Havas. Sources said that earlier that day—even before the memo was released—de Pouzilhac was already planning his resignation.) De Pouzilhac could not be reached, and a Havas rep did not return calls on Friday. Bolloré was unavailable. While Dru has moved to center stage in the Havas saga, Séguéla has emerged as a key player as well. He helped broker the deal to bring in Sebastian Holdings to help de Pouzilhac at the shareholders meeting. But Sebastian struck a deal with Bolloré, and sources said de Pouzilhac and some Havas insiders believe Seguela was part of the plan all along. Séguéla denies such speculation.Meanwhile, one executive who is said to want out of Havas is CFO Jacques Hérail, a close de Pouzilhac ally. "I cannot comment," Herail said repeatedly and then added, "I'm still here today." Sources said the Bolloré camp is hoping to keep him on board during a transition period.

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Havas, TBWA Await Dru's Decision

Noreen O'Leary

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Noreen O'Leary