Looking to create a directory-advertising capability for MPG USA for current and prospective clients, Havas media buying arm MPG has announced the integration of First Source Yellow Pages, which will
be renamed MPG Yellow Pages. First Source Yellow Pages was established in 1980 and has developed into a strong industry leader that has been delivering measurable and unique value to advertisers. It
will continue to offer a full service range of industry knowledge and personalized services from over 6,000 directories in the U.S. and Canada and over 250 publishers, to future and existing clients
under the MPG USA umbrella. The new unit will be managed and directed by Patty Mead, managing director of MPG Yellow Pages. MPG claims the Yellow Pages industry has grown and increased 7% from
1999-2002 and it is predicted that the Yellow Pages industry forecast for the 2003 will be 2.9% above 2002 revenue. "This is a reliable, growing and profitable business," said Mead. "Great advertising
isn't just the right creative message, but the strategy developed to drive it. If the prospect can't find the P.O.P. (Point-of-Purchase) once the creative has taken hold, valuable dollars have been
wasted. What we do protects an advertiser's investment by rounding out all other marketing efforts with point-of-purchase information and reinforced company identity." Patty also noted that, "We are
excited about the merger with MPG and look forward to a mutually beneficial relationship."