Havas expands Havas Play to Australia and New Zealand

Havas Group is expanding its newly repositioned ‘Deliberately Different’ strategy with the rollout of Havas Play across Australia and New Zealand, bringing its events, activations and sponsorship offering to the region.

The ANZ expansion combines sponsorship, branded content, live experiences, social, influencer and native media into a single agency brand designed, in Havas’ words, to “move within culture – not around it”.

Havas Media Melbourne managing partner and former Hotglue founder Nick Smith has been appointed Havas Play ANZ managing partner, leading a seven-person leadership team across Melbourne, Sydney and Auckland.

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New appointments include group business directors Anna Simula and Josh Poole, content director Penelope Constan and head of social Beatrix Fisher, with Zoe Lassig, Megan McMurdo and Matt May continuing in their existing roles.

James Wright, Havas Group ANZ CEO, said the move strengthens the company’s ability to build value at the intersection of culture, platforms and communities.

“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,” Wright 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.

Smith said brands now need to shift from interruption to participation.

“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.

The launch follows Havas Group ANZ’s recent introduction of its ‘Deliberately Different’ positioning, which pitches the group as a village of agencies with indie-style agility backed by global scale.