Havas PLAY Team (l-r): Beatrix Fisher, Anna Simula, Nick Smith, Josh Poole, Penelope Costan.
Havas has expanded Havas PLAY in Australia and New Zealand, introducing a cultural-first approach that helps brands create connections through shared passions.
Nick Smith, former Hotglue founder and now managing partner at Havas Media Melbourne, has been appointed Havas PLAY ANZ managing partner.
The expansion unites specialist expertise under one agency brand to deliver services including cultural navigation, sponsorships, live experiences, branded content, social and influencer and native media integration.
Smith heads a seven-member leadership team across Melbourne, Sydney and Auckland, combining recent within the Melbourne Village and a range of specialists.
Anna Simula and Josh Poole have been appointed group business directors in Melbourne, Penelope Constan has been promoted to content director in Melbourne and Beatrix Fisher has been promoted to head of social in Melbourne.
Zoe Lassig continues as group advocacy director in Sydney, Megan McMurdo continues as associate account director in Sydney and Matt May continues as creative director in Auckland.
Havas Group ANZ CEO James Wright said Havas PLAY would build new business value for brands at the intersection of communities, platforms and people's passions through authentic connection, not interruption.
"Havas PLAY is about creating authentic connections at the intersection of culture, community and commerce," he said.
"This expansion strengthens our ability to help brands shape culture and deliver meaningful growth in a region rich with cultural diversity and opportunity."
Smith said brands can no longer rely on reach alone, they need resonance.
"By building cultural playgrounds, we help brands become part of what people love, shaping culture and community rather than chasing trends," he said.
Havas PLAY ANZ is already working with more than a dozen clients including Mentos, Gillette, Moccona, L'Or, ISPT, Transurban Linkt, Bulla and Sorbent.
The expansion of Havas PLAY ANZ follows Havas Group ANZ's recent introduction of its new positioning, Deliberately Different, a strategic platform that reinforces its offering as a village of agencies with the agility and entrepreneurial spirit of an independent, with the backing and resources of a global network.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.