BOSTON Havas today named Alfonso Rodés chief executive officer of the holding company’s global MPG media agency network.

The appointment follows the March elevation of his brother Fernando to CEO of Paris-based Havas. Alfonso Rodés had previously been chief corporate development officer of MPG, which is headquartered in Barcelona, Spain.

“This appointment represents the continuation of our commitment to the future of both MPG and Havas,” Alfonso Rodés said, in a statement. “The current media landscape is filled with opportunities and I look forward to working with our management teams to ensure that we continue to drive the company and its people forward.”

The ascension of Alfonso Rodés had been expected [Adweek Online, May 5].

Fernando Rodés had retained the MPG chief executive title while running the parent company, which also owns ad agencies Arnold and Euro RSCG.

The Rodés family is the third-largest investor in Havas and cast a key vote in support of last year’s coup by Vincent Bolloré to gain control of the company. Bolloré is now Havas chairman.

Leopoldo Rodés Castane, father of Fernando and Alfonso, is a non-executive director on Havas’ board. Fernando, also a board member, replaced CEO Phillipe Wahl, a French banker initially installed by Bolloré to run Havas.

MPG operates in 90 markets and employs more than 3,500 staffers worldwide. Key clients include ExxonMobil in the U.S. and Danone, Goodyear Dunlop and Masterfoods, all in Europe.

Danone’s $75 million domestic media chores are currently in review and MPG is a finalist, competing against the incumbent, WPP Group’s MediaCom, as well as Omnicom Group’s PHD and Aegis Group’s Carat.

Bolloré also owns approximately 29 percent of London-based Aegis. He has indicated that he hopes to forge a working alliance between Havas and that company, although details remain unclear.