Havas PLAY broadens remit in Australia and New Zealand

Havas Group Australia and New Zealand has extended its Havas PLAY proposition across the region, positioning the agency to help brands build cultural relevance through shared passions.

The move brings together specialist capabilities under a single structure designed to operate within culture and strengthen audience engagement.

Havas PLAY focuses on developing cultural playgrounds where brands and communities meet, aiming to reduce the gap between brand messaging and the interests that drive audience behaviour.

The expanded offer covers cultural navigation, sponsorships, live experiences, branded content, social and influencer activity, and native media integration.

Leadership team spans Melbourne, Sydney and Auckland

Havas Group Australia and New Zealand CEO James Wright has appointed Nick Smith as Havas PLAY Australia and New Zealand managing partner. Smith, previously managing partner at Havas Media Melbourne and founder of Hotglue, will oversee the agency’s trans-Tasman operations.

Smith leads a seven-person leadership team across the three markets. The team includes Melbourne group business directors Anna Simula and Josh Poole, content director Penelope Constan, and head of social Beatrix Fisher. In Sydney, Zoe Lassig continues as group advocacy director and Megan McMurdo as associate account director. In Auckland, Matt May continues as creative director.

Agency positions cultural approach as driver of brand value

James Wright, CEO, Havas Group Australia and New Zealand: "Havas PLAY is about creating authentic connections at the intersection of culture, community, and commerce. This expansion strengthens our ability to help brands shape culture and deliver meaningful growth in a region rich with cultural diversity and opportunity."

Nick Smith, managing partner, Havas PLAY Australia and New Zealand: "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."

Havas PLAY works with clients across multiple sectors

Havas PLAY Australia and New Zealand currently partners with more than a dozen clients, including Mentos, Gillette, Moccona, L’Or, ISPT, Transurban Linkt, Bulla and Sorbent.

The rollout of Havas PLAY in Australia and New Zealand follows Havas Group’s recent introduction of its Deliberately Different positioning, a strategic platform that highlights the company’s integrated village model and global backing.

www.havas.com

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