To enhance the brand engagement offer of the Havas Sports & Entertainment network, Havas Media has acquired US based experiential marketing agency Ignition. The acquisition forms part of Havas Sports & Entertainment’s strategy to up-weight its global brand engagement offer, particularly in the run up to the London 2012 Olympic and Paralympic Games and the 2014 FIFA World Cup Brazil.
With offices in the USA, London and Moscow, Ignition will join the Havas Sports & Entertainment and Cake Group agencies in delivering experiential campaigns in markets complementary to the network’s existing local footprint, which now spans 34 offices in 20 markets. With Ignition’s headquarters and strongholds in Atlanta and New York, the move will significantly increase Havas Sports & Entertainment’s capabilities in the US.
“We are proud to welcome Ignition to the Havas Sports & Entertainment network. Together we will achieve great things thanks to Ignition’s expertise and outstanding reputation for delivering sustainable consumer experiential events around the world. Ignition will add tangible value to the Havas Sports & Entertainment and Cake Group agencies in our network, helping to reinforce our strong global offering at a very interesting time for brands in sports and entertainment,” said Lucien Boyer, Havas Sports & Entertainment’s global president and CEO. This move is part of Havas’ acquisition strategy to both develop and expand core areas of expertise and to target entrepreneurial, innovative forward-looking agencies that use creativity and technology to develop better relationships between consumers, brands and their wider communities.
Ignition’s delivery of large-scale, event-led brand engagement campaigns and leadership in sustainable experiential marketing will also complement Havas Sports & Entertainment’s current branded content, social media, sponsorship consulting, PR, brand experience and research offers. Besides, Ignition also brings to Havas’ kitty big brands such as American Express, BP, Delta Air Lines, ESPN, Kia, United Nations Foundation, Victoria’s Secret and The Coca-Cola Company (with whom it holds a prestigious ‘global partner’ status).
Ignition will continue to be managed by Mike Hersom, current Ignition president, alongside Cindy-Ann “CA” Hersom, CMO, and Dill and Susan Driscoll, the original founders. Mike Hersom will report to Havas Sports & Entertainment’s global president and CEO Lucien Boyer. He added, “Today the Ignition brand goes truly global. With Havas Sports & Entertainment’s infrastructure, insight and reach, coupled with our 15 year track record of leading complex international consumer campaigns, we are now poised to take our magic to scale for sustainable growth.”