AD Agencies
Havas brings Play to belgium with Digizik acquisition
BELGIUM: Havas has tuned into Belgium’s cultural pulse with the acquisition of Digizik, officially launching Havas Play in the market. The entertainment and culture specialist will now operate as Digizik by Havas Play, strengthening the group’s push into passion-led marketing built around music, sport, gaming, fashion and lifestyle.
Founded in 2011 by François Charles and Grégory Lefillatre, Digizik has carved out a reputation as a cultural connector, using music and entertainment to shape stories that resonate beyond the screen or stage. The agency works with around 30 active clients and brings with it a close-knit network spanning Belgium’s cultural scene and key international players.
Its client list reads like a playlist of big brands and cultural heavyweights, including Universal Music, BNP Paribas Fortis, Red Bull, Warner Music, Campari Group’s Picon, Orange’s Hey!, John Martin Brewery and Casio’s G-Shock. Digizik has also produced event content with artists such as Stromae, Angèle, Bigflo and Oli, Major Lazer and Justice, alongside rising talent.
By folding Digizik into Havas Play, the group sharpens its integrated village offering in Belgium, bringing cultural creativity alongside media, creative, advisory and public affairs services. The move also plugs local expertise into Havas Play’s global activation network, supported by the group’s Converged.AI technology platform.
Havas chairman and CEO Yannick Bolloré, said the acquisition reflects the group’s strategy of blending creative excellence with data and AI-driven capabilities, while giving Belgian brands a powerful new way to connect with audiences through culture.
For Digizik’s founders, the deal marks a new chapter. François Charles and Grégory Lefillatre said joining forces with Havas Play opens the door to transforming audiences into engaged communities and creating experiences that live at the crossroads of entertainment and culture.
Havas Belgium co-CEO Hugues Rey added that the move firmly anchors the group in entertainment marketing, turning cultural insight into measurable impact and giving brands a more meaningful way to join the conversation.
The launch of Havas Play in Belgium signals a clear intent from the group to place culture at the heart of brand building. By combining Digizik’s deep-rooted entertainment credentials with Havas’ global scale and technology-led approach, the group is positioning itself to help brands move from simple visibility to lasting cultural relevance in an increasingly experience-driven market.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
