or years they have flung insults such as "master of manipulation" and "economical with the actualit�" at each other, but earlier this month WPP�s Sir Martin Sorrell and Havas� Alain de Pouzilhac buried the hatchet and formed a joint venture. The lure of landing a big media buying account - according to speculation that of French car maker Peugeot Citroen - has seen the two former sparring partners create a new European media buying agency, 2MV.

Havas�s Media Planning Group (MPG) will own 51 per cent of the joint venture while WPP�s GroupM will own 49 per cent. It will be run by Yves Del Frate, the global account director at MPG.... more