Havas Play UK Acquires Experiential Agency Bearded Kitten
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Havas Media Network UK has expanded its experiential marketing capabilities with the acquisition of award-winning agency Bearded Kitten. The agency will now operate as Bearded Kitten, part of Havas Play, integrating into Havas Play UK and bolstering the networkS offering in immersive experience design and theatrical production. This move signifies Havas’ commitment to scaling its Havas Play offering globally and capitalizing on the growing demand for experiential marketing.
Details of the acquisition
Founded in 2007,Bearded Kitten has established itself as a leading experiential agency,working with prominent brands like Netflix, Unilever, and Beavertown. The agency also already collaborates with existing Havas Media Network UK clients including Red Bull and Disney.
The integration creates a combined team of 200 professionals. Bearded Kitten will continue to operate from its existing location,ensuring continuity for its clients and employees. Notably, Bearded Kitten’s founder, Barney Sutton, will join the Havas Play leadership team, reporting directly to CEO Nick Wright.
Leadership Statements
Yannick bolloré, Chairman and CEO of Havas, emphasized the strategic importance of the acquisition: “Bearded Kitten consistently ranks among the top experiential agencies worldwide. We are thrilled to welcome Barney Sutton and the entire team at Bearded Kitten to the Havas family.Their creativity, craft and proven track record will help us capitalise on the experiential marketing boom. The acquisition of Bearded Kitten is a statement of our ambition to scale our Havas Play offering globally.”
Nick Wright, CEO of Havas Play UK, added, “Experiential has always been front and center in our offering, and with Bearded Kitten now part of the team, we can supercharge and scale this even further. their arrival unlocks bigger, bolder ideas driven by integrated thinking and seamless delivery through one fully connected team. With Bearded Kitten’s award-winning experiential craft and robust in-house production capabilities, we can deliver best-in-class brand experiences at the heart of integrated campaigns, across every brief.”
What This Means for Experiential Marketing
This acquisition reflects the increasing importance of experiential marketing as a key component of integrated marketing campaigns. Brands are increasingly seeking ways to create memorable, immersive experiences that connect with consumers on a deeper level.By combining Havas play’s strategic media planning and buying capabilities with Bearded Kitten’s creative and production expertise, Havas is positioning itself to deliver thorough, end-to-end experiential solutions.
Experiential marketing is projected to continue its growth trajectory, driven by consumer demand for authentic and engaging brand interactions. eventbrite reports that 74% of consumers say that experiencing a brand event makes them more likely to buy the brand’s products.
Key Takeaways:
* Expanded Capabilities: Havas Play UK now boasts significantly enhanced experiential marketing capabilities through the acquisition of Bearded Kitten.
* Strong Leadership: Barney Sutton, founder of Bearded Kitten, will play a key role in the Havas Play leadership team.
* Growth Potential: The acquisition positions Havas to capitalize on the growing demand for immersive brand experiences.
* Integrated Approach: The combined entity will offer clients a fully integrated suite of experiential marketing services,from strategy to execution.