Havas Group Australia and New Zealand has broadened its Havas PLAY offering across the ANZ region, introducing a culture-first framework designed to help brands forge deeper connections with communities through shared passions. Focused on moving within culture rather than orbiting around it, Havas PLAY creates “cultural playgrounds” where consumer interests and brand intent naturally intersect—bridging the gap between brand messaging and what audiences genuinely value.
The enhanced proposition brings together the network’s cultural, experiential, content, and influencer specialties under a single agency brand. The unified offering spans cultural intelligence, sponsorship strategy, experiential activations, branded entertainment, social and influencer marketing, and native media integration.
Havas Group ANZ CEO James Wright confirmed that Nick Smith—currently Havas Media Melbourne’s Managing Partner and founder of Hotglue—will take on an expanded remit as Havas PLAY ANZ Managing Partner, overseeing operations across Australia and New Zealand.
Smith will lead a strengthened seven-member leadership bench across Melbourne, Sydney, and Auckland, combining newly elevated Melbourne Village talent and experienced specialists across the region:
Anna Simula & Josh Poole – Group Business Directors (Melbourne)
Penelope Constan – Content Director (Melbourne)
Beatrix Fisher – Head of Social (Melbourne)
Zoe Lassig – Group Advocacy Director (Sydney)
Megan McMurdo – Associate Account Director (Sydney)
Matt May – Creative Director (Auckland)
Wright said the expansion will help brands unlock new value by connecting with people where their interests and communities thrive:
“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.”
Smith added that cultural resonance is now more critical than broad reach: “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 ANZ already partners with more than a dozen brands, including Mentos, Gillette, Moccona, L’Or, ISPT, Transurban Linkt, Bulla, and Sorbent.
The rollout aligns with Havas Group ANZ’s recently launched positioning, Deliberately Different—a strategic direction that underscores its hybrid value: the agility of an independent agency paired with the scale and backing of a global network.
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