When is a merger not a merger? It's when Publicis Groupe CEO Maurice Levy says one isn't so.

maurice levyThe French ad/PR combine today announced MSLGROUP'S "alignment" with Publicis Worldwide. Some critics see the move as the beginning of the end for the New York-based PR shop.

MSL now goes under the management thumb of PW president Arthur Sadoun.

Former CEO Olivier Fleurot takes on a Publicis Groupe senior VP position on Sept. 1 in charge of real estate, insurance, communications, corporate social responsibility and cross-disciplinary programs. He has a full administrative plate.

Levy said the alignment move fits his strategy of "transformation, integration and simplification." Integration = Merger?

He anticipates PW's "modern approach bodes well for MSLGroup's development."

Interestingly, Levy targets skeptics of MSL's future existence by shooting down the idea that it is being folded into PW.

"This alignment is not at all about merging MSLGROUP with Publicis Worldwide," he said in a statement. "Both entities will report to Arthur Sadoun who will leverage MSLGROUP’s skills to develop a new integrated approach. All this to the benefit of our clients and the stronger growth of the Groupe.”

Levy is gifted with a silver tongue. The guy could charm snakes. This time, however, his non-merger assurance falls flat.

A former Manning Selvage & Lee executive once told me that he resented the scant or no mention that the PR firm usually received in Publicis Groupe's financial statements. He may have been on to something.

Good luck to MSL. Here's to a long life!

Loss of the brand would be another blow to the PR business.