Havas acquires DIGIZIK to launch Havas Play in Belgium

Havas has acquired Belgian entertainment and culture agency DIGIZIK, bringing the business into Havas Media Network’s experiential marketing arm, Havas Play. The agency will operate as DIGIZIK by Havas Play, marking the introduction of Havas Play in Belgium.

The move expands Havas’ global Play network, which focuses on content and experiences built around culture-led passions including music, sport, gaming, fashion and lifestyle. The acquisition also strengthens Havas’ position in Belgium as a partner for brands seeking to engage audiences through entertainment and cultural platforms.

DIGIZIK joins Havas Play as Belgian launch pad

Founded in 2011 by François Charles and Grégory Lefillatre, DIGIZIK has built its reputation in entertainment marketing, with a focus on music and cultural storytelling. The agency describes its role as shaping culture by using entertainment to create stories and experiences that resonate with audiences.

DIGIZIK brings a specialist team and an established network across Belgian and international cultural sectors, spanning artists, producers, media and brand partners.

Client portfolio spans music, lifestyle and sport

The agency works with around 30 active clients and has expanded its remit in recent years into fashion, lifestyle, food and sport. Its client list includes Universal Music, BNP Paribas Fortis, Red Bull, Warner Music, Picon from Campari Group, Hey! from Orange, John Martin Brewery and G-Shock from Casio, alongside public organisations RTBF and STIB/MIVB.

DIGIZIK has also produced event and branded content with artists such as Stromae, Angèle, Bigflo and Oli, Major Lazer and Justice, as well as emerging talent from the Francophone music scene.

Acquisition strengthens Havas Village Belgium

The addition of DIGIZIK reinforces Havas’ integrated Village model in Belgium, combining media, creative and strategic services. Havas Belgium includes Havas Media Network Belgium, Boondoggle Havas as a full-service creative agency, and H/Advisors Brussels for strategic communications and public affairs.

With the launch of Havas Play through DIGIZIK, cultural and experiential creativity will sit alongside these capabilities and be supported by Converged.AI, Havas’ global technology and data platform.

Leadership outlines strategic intent

Yannick Bolloré, Chairman and CEO, Havas: "I am thrilled to welcome François, Grégory and the entire DIGIZIK team to the Havas family. This acquisition perfectly illustrates our Converged.AI strategy: integrating creative excellence, capabilities and talent with the power of our AI-driven technology and data. With DIGIZIK joining Havas Play, we unite global activation expertise with DIGIZIK’s expertise in music, entertainment and cultural storytelling, bringing creativity and innovation to the Belgian market."

François Charles and Grégory Lefillatre, Co-Managing Directors, DIGIZIK by Havas Play: "This is a unique opportunity to elevate DIGIZIK to a different scale. With DIGIZIK’s legacy, Havas Play’s global expertise in activating cultural and sports properties, and the power of Converged.AI, we are positioned to help clients transform audiences into engaged communities and create experiences at the intersection of entertainment and culture."

Hugues Rey, Co-CEO, Havas Belgium: "This acquisition firmly establishes Havas Belgium in entertainment marketing. DIGIZIK represents the connection between brands and passionate audiences. Our approach is built on three levers: Connection, to identify relevant cultural insights; Control, to orchestrate touchpoints at the right moment; and Content, to deliver what audiences are looking for. This integration turns creative ambition into measurable performance."

www.havas.com

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