Havas acquires experiential agency MUT

MUT will be integrated into Havas Spain, while founder Nacho Gómez will remain as CEO

Havas has acquired Barcelona-based experiential marketing agency MUT, expanding its capabilities in brand experiences, live events and sustainable event services in Spain.

The acquisition strengthens Havas Spain's experiential marketing offering and forms part of the group's growth strategy in one of its key markets. MUT will be integrated into Havas Spain, while founder Nacho Gómez will remain as CEO to lead the business.

Acquisition expands experiential capabilities

Founded in 2010, MUT employs a team of around 30 people and specializes in experiential marketing and sustainable events. The agency combines strategy, creativity and innovation to deliver brand experiences with social, environmental and business objectives.

Its client portfolio includes Audi, Freixenet, T-Systems, Bodegas Torres, Veepee, Totogi, NTT DATA and Zurich Seguros.

Havas strengthens Spain business

Yannick Bolloré, Chairman and CEO, Havas: "I am delighted to welcome Nacho Gómez and the entire MUT team to the Havas family. Their strong expertise in experiential marketing and live events perfectly aligns with our ambition to continue strengthening and expanding our capabilities in high-growth areas. By joining forces, we are enhancing our experiential marketing offering in Spain and enabling our clients to build desirable brands through powerful content and experiences that foster deeper connections with people."

Jorge Irizar, CEO, Havas Spain: "MUT is a key player in the sustainable events space, with a distinctive capability in both ideation and execution. This acquisition strengthens Havas’ diversification strategy and enables us to further drive our clients’ growth with an even more comprehensive value proposition."

MUT founder remains as CEO

Nacho Gómez, CEO, MUT: "For MUT, joining Havas is a natural step. We share the same vision for building brands in a constantly evolving world: the curiosity to challenge the status quo, the ambition to go further, and the conviction that experiences have the power to transform people, brands and organizations. Since our inception, we have believed that creativity and experiences can generate value for brands while delivering positive impact for society. Finding in Havas a group that shares this vision gives us confidence in the future, knowing that together we can help shape the evolution of our industry and further establish experiential marketing as a driver of growth, connection and positive impact for brands."

www.havas.com

Follow Marketing Report on LinkedIn