Published on: July 9, 2026
Havas has announced the acquisition of MUT, a Barcelona-based experiential marketing and sustainable events agency, as part of its strategy to expand its experiential marketing capabilities in Spain. The move enhances the Group’s ability to deliver immersive brand experiences and live events while strengthening its presence in one of its key European markets.
Established in 2010 by Nacho Gómez, MUT has built a reputation for creating purpose-driven experiential campaigns that combine creativity, strategy, and innovation to generate meaningful business, social, and environmental impact. The agency employs a team of around 30 professionals and serves a diverse client portfolio that includes Audi, Freixenet, T-Systems, Bodegas Torres, Veepee, Totogi, NTT DATA, and Zurich Seguros.
Following the acquisition, MUT will become part of Havas Spain, reinforcing the group’s expertise across experiential marketing, live events, and sustainable event solutions. The integration aligns with Havas’ broader growth strategy in Spain while expanding the value it delivers to clients seeking impactful brand engagement.
As part of the transition, Nacho Gómez will continue to lead MUT as Chief Executive Officer, ensuring business continuity and preserving the agency’s unique positioning in the market.
“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,” said Yannick Bolloré, Chairman and CEO of Havas.
“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,” added Jorge Irizar, CEO of Havas Spain.
“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,” declared Nacho Gómez, CEO of MUT.
The acquisition further strengthens Havas’ position in experiential marketing by combining MUT’s expertise in sustainable events with the group’s integrated communications capabilities, enabling brands to create more engaging and purpose-led experiences.
Read more: Havas India to Handle Samsung India’s ₹300 Crore ATL Media Business Through Cheil India
