Havas Group Australia and New Zealand (ANZ) has expanded its Havas PLAY proposition across the region, introducing a culture-first approach that helps brands create connections through shared passions.
Havas Group ANZ CEO James Wright has announced Havas Media Melbourne managing partner and former Hotglue founder Nick Smith as Havas PLAY ANZ managing partner to lead the Trans-Tasman agency brand’s operations in an expanded role.
Designed to move within culture – not around it – Havas PLAY builds “cultural playgrounds” where brands and communities meet, closing the gap between what brands say and what people care about.
This expansion unites specialists under one agency brand to deliver services including cultural navigation, sponsorships, live experiences, branded content, social and influencer, and native media integration.
Havas unveiled Havas Play in 2023, a global network at the intersection of entertainment, sports, technology, and fandom.
Smith heads a seven-strong leadership team spanning Melbourne, Sydney, and Auckland, combining recent promotions within the Melbourne Village and seasoned specialists across the region to drive the expanded Havas PLAY offering.
These promotions include Anna Simula and Josh Poole appointed as Group Business Directors (Melbourne), Penelope Constan – promoted to Content Director (Melbourne), Beatrix Fisher – promoted to Head of Social (Melbourne), Zoe Lassig – continues as Group Advocacy Director (Sydney), Megan McMurdo – continues as Associate Account Director (Sydney) and Matt May – continues as Creative Director (Auckland).
Havas Group ANZ CEO James Wright said Havas PLAY would build new business value for brands at the intersection of communities, platforms and people’s passions through authentic connection, not interruption.
“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.
“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,” Smith added.
Havas PLAY ANZ is already working with more than a dozen clients, including Mentos, Gillette, Moccona, L’Or, ISPT, Transurban Linkt, Bulla and Sorbent.
The expansion of Havas PLAY ANZ follows Havas Group ANZ’s recent introduction of its new positioning – Deliberately Different. A platform that reinforces its holding company offering: a Village of agencies with the agility and entrepreneurial spirit of an Indie, with the backing and resources of a global network.
