AUCKLAND, Today: Havas Group Australia and New Zealand has expanded its Havas PLAY offering across the region, taking a cultural-first approach that helps brands connect through shared passions in ways that genuinely sit within culture.
The expanded proposition brings specialist capabilities together under one agency brand, covering cultural navigation, sponsorships, live experiences, branded content, social, influencer work, and native media integration.
Havas Group ANZ CEO James Wright has appointed Havas Media Melbourne Managing Partner and former Hotglue founder Nick Smith as Havas PLAY ANZ Managing Partner in a newly expanded role.
Nick now leads a seven-strong leadership team across Melbourne, Sydney, and Auckland, combining newly promoted Melbourne Village talent with experienced specialists from across the region:
- Anna Simula and Josh Poole – appointed 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)
- Matt May – continues as Creative Director (Auckland)
“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.” – James Wright, Havas Group ANZ CEO
Havas Group ANZ CEO James Wright said Havas PLAY will create new value for brands by connecting communities, platforms, and passions through authentic experiences, not interruptive marketing.
“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,” added Havas PLAY ANZ Managing Partner Nick Smith.
Havas PLAY ANZ is already partnering with more than a dozen clients, including Mentos, Gillette, Moccona, L’Or, ISPT, Transurban Linkt, Bulla and Sorbent.
This expansion follows Havas Group ANZ’s recent rollout of its new positioning, Deliberately Different, a platform reinforcing its Village model that blends Indie-style agility with global network support.
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