Havas Group ANZ has expanded its Havas PLAY proposition across Australia and New Zealand, bringing a cultural-first model designed to help brands connect with communities through shared passions.
This model is described as building “cultural playgrounds” where brands and people meet, the expanded offering unites specialist expertise across cultural strategy, sponsorships, live experiences, influencer and social, native media integration and branded content.
The goal is to help brands move within culture, not around it.
Havas Group ANZ CEO James Wright said the expansion will enable marketers to create more meaningful, culturally-led connections.
“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.
Leadership structure spans Melbourne, Sydney and Auckland
Driving the expansion is newly appointed Havas PLAY ANZ managing partner Nick Smith, previously managing partner of Havas Media Melbourne and founder of Hotglue.
Smith will lead a seven-person trans-Tasman leadership team spanning Melbourne, Sydney and Auckland. The line-up includes a mix of newly promoted leaders from the Melbourne Village and existing PLAY specialists across the region:
- Anna Simula and Josh Poole, group business directors (Melbourne)
- Penelope Constan, promoted to content director (Melbourne)
- Beatrix Fisher, promoted to head of social (Melbourne)
- Zoe Lassig, group advocacy director (Sydney)
- Megan McMurdo, associate account director (Sydney)
- Matt May, creative director (Auckland)
Smith said the expanded offering reflects how brands must now earn relevance inside culture.
“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,” he said.
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 rollout follows Havas Group ANZ’s new “Deliberately Different” positioning, which the company says reflects its hybrid model: a global network with the agility of an independent.