Havas Media Group launches Havas Business in a bid to disrupt B2B marketing

New global capability to supply a ‘boardroom-ready’ marketing division of B2B offerings and capabilities, whilst 68% of B2B CMOs plan to increase marketing budgets.

Havas Media Group (HMG) has today unveiled Havas Business, a new global division aiming to disrupt B2B marketing. It does so against the backdrop of winning the B2B Grand Prix from WARC in association with Lions for the second year running for HMG's work for Maersk.

Havas Business has been developed to be a ‘boardroom-ready’ marketing solution that unlocks value and growth for B2B brands. 

Havas Business will deliver value for clients across disciplines, deploying a fully integrated B2C approach to B2B across three areas:  

  • Strategy: consulting services to help B2B brands win in a competitive marketplace, including brand positioning, integrated comms and content partnerships.
  • Execution: Creating media experiences for B2B audiences through media planning and buying.
  • Effectiveness: Leveraging bespoke, holistic measurement solutions to capture sales impact tailored to each client.

Borne from existing capabilities within HMG, Havas Business is the first division within the group that aims to help clients respond to the rapidly growing and complex B2B landscape. 

Patrick Affleck, CEO, Havas Media Group UK & Ireland, said: “The emergence of a new media landscape, a drive for brand purpose and a new generation of customers, are ushering in a new dawn for B2B. As such, brands are beginning to see the huge growth potential of untapped B2B opportunity within their businesses. Havas Business provides a one-stop shop brands can partner with as they go on their journey.”

“A future-forward, tailored B2B approach”

In a 2020 survey of CMOs from B2B companies in North America, the UK, Germany and France, 68% of respondents planned to increase digital advertising budgets.

The division will draw from HMG’s experience in the B2B space, which has seen it establish Maersk as a leader in 3PL Logistics and winning awards,most recently Grand Prix from WARC in association with Lions for the second year running. Some of the division’s other existing B2B clients include AXA, Twill, JDE Professional and ABB, among others.

Peter Mears, Global CEO, Havas Media Group, said: “At Havas Media Group, we live by the power of collaboration to build meaningful brands. Building on decades of industry-leading B2B expertise in the UK, and a global network with the local acumen to address unique regional challenges, Havas Business is poised to deliver the future-forward, tailored B2B approach necessary today.” 

Based in the UK and supported by the full scale of HMG’s global network, as well as Havas Group’s integrated Village model, Havas Business offers both strategy and end-to-end media execution to global and local B2B brands. Havas Business will be integrated into HMG’s global offerings across 150 markets.