Bollore, who already owns a 29.1 percent stake in Aegis, already was rebuffed in one attempt to gain seats on Aegis board, a move many saw as a prelude to seizing control of the Aegis. It was a similar play of gradually acquiring shares, then seats on the board, and ultimately control of Paris-based rival Havas that put Bollore in control of that agency holding company, and some observers believe Bollore is following a similar playbook.
But it was Bollore's role as chairman of Havas, whose MPG unit competes directly with Aegis' operations, that the Aegis board successfully used in May to convince key shareholders to reject Bollore's request to appoint two hand-picked nominees to the Aegis board.
After the jilt, Bollore indicated just how ardent a suitor he was, describing his relationship with Aegis as a "love affair," and vowing to continue his pursuit. Under British financial laws, Bollore would be required to make a formal offer to acquire Aegis if he raises his stake to more than 30 percent of the company's shares.
According to reports in the European financial press, Bollore plans to ask for a new meeting with the Aegis board by early October to reactivate his efforts.