French businessman Vincent Bollore has raised his share holding in Aegis, the UK advertising group at the centre of a �1.57bn ($2.8bn) takeover bid.
Mr Bollore, chairman of French media group Havas, increased his stake in Aegis to 15%, his spokesman said.
Rival French advertising agency Publicis last month tabled a takeover bid for Aegis.
UK media group WPP and US private equity firm Hellman & Friedman are also thought to be considering buying Aegis.
Aegis helps companies buy advertising space and plan their marketing strategies.
It has been the subject of persistent takeover speculation for some time.
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