Havas to merge sports and entertainment agencies in one network

Havas Media is bringing its sports and entertainment agencies into one network as part of a move to launch an integrated worldwide offering. Havas Sports and Entertainment will offer services across consultancy, branded content and negotiation.

The move will unite entertainment agencies such as B6 Entertainment and Cake, with Havas sports agencies. In most countries B6 will be rebranded as Havas Entertainment and the Cake brand will be retained in the UK.

The network currently consists of more than 400 employees in offices across Europe, China, India, Malaysia and South America. It will also handle sponsorships, gaming, celebrities and corporate social responsibility projects.

Although all the agencies will belong to the same network, local sports and entertainment agencies will work together on specialised one-off projects.

Current Havas Sports chief executive, Lucien Boyer has been appointed as chief executive of the new network and is briefed to “deepen synergies” and optimise the network’s expertise.

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