The new division will handle sampling and field marketing for media agencies and existing clients and will be led by Havas Sports & Entertainment’s head of sampling and promotions, Jamie Hough and Will McHugh, head of live events at Cake.
Fashion brand Yves Saint Laurent and the Spanish Tourist Board will be its first clients.
Hough says: “Sampling and field marketing is one of the key ways to generate product awareness and trial and this will provide advertisers with an opportunity to reach their target audience in a cost-effective and creative way. The new division means we can service clients’ needs in these areas.”
The global Havas Sports & Entertainment network, which combines Havas Sports, Cake and Havas Entertainment, was launched in London last July.
It now aims to offer its clients expertise in field marketing, in-store activation, shopping centre tours, city centre activity and media firsts and stunts.
Keith Impey, CEO of Havas Sports & Entertainment, says: “Clients have been asking us to develop our sampling and promotions offering for some time, and we’re delighted that we’re able to deliver a best-in-class solution from within the Havas network.”