AD Agencies
Havas snaps up Kaimera in down under power play
SYDNEY: Havas is taking no prisoners in Australia and New Zealand. The Parisian advertising leviathan announced yesterday it has gobbled up Kaimera, a 50-strong independent media agency that has made its name untangling the Gordian knot of modern marketing. The deal marks Havas’s latest salvo in a deliberate campaign to dominate the antipodes—and it is not mincing words about it.
Founded in 2016, Kaimera has punched well above its weight, nabbing clients like Nando’s, Afterpay and BritBox whilst building outposts in Sydney, Melbourne and Auckland. Now it will operate as “Kaimera, a Havas Company”—a branding choice that suggests the parent firm is keen to preserve the scrappy entrepreneurial spirit that made the acquisition appetising in the first place.
The marriage makes strategic sense. Havas gets instant scale and specialist nous in a market it is desperate to crack. Kaimera gets the deep pockets and technological firepower of a global network that employs 23,000 people across 100 markets. The agency’s founders, Nick Behr and Trent McMillan, will report to James Wright, group chief executive of Havas ANZ, whilst staying put in their current digs in Surry Hills and South Melbourne—at least initially.
The real prize, though, is Converged.AI, Havas’s grandly named data-and-algorithms strategy that promises to fuse creativity, media and technology into one almighty offering. Kaimera’s integration is meant to accelerate the rollout of this operating system, giving clients “real-time, optimised, and personalised marketing solutions at scale.” Whether that is marketing waffle or genuine transformation remains to be seen.
The acquisition swells Havas ANZ’s headcount past 450 and comes hot on the heels of the network’s new “deliberately different” positioning—a cheeky pitch that it combines indie agility with big-network muscle. Havas’s chairman and chief executive Yannick Bolloré, called the deal proof of the group’s “very clear ambitions” in the region.
Behr, for his part, struck an optimistic tone. “We need to stay future-focused for our clients and our people, and Havas is the perfect partner for this next chapter,” he said. Translation: we have taken the money and are betting the corporate machinery will not crush what made us special.
If Havas can pull this off without smothering Kaimera’s maverick culture, it will have pulled off a rare trick in the graveyard of independent agencies swallowed by holding companies. If not, well, at least the founders will have a nice exit
AD Agencies
Havas Media Network India bags integrated media mandate for Aakash Educational Services Limited
PivotRoots and Arena Media to drive 360° strategy for student outreach
NEW DELHI: Havas Media Network India has secured the integrated media mandate for Aakash Educational Services Limited, following a competitive multi-agency pitch, signalling a fresh push by the education major to sharpen its reach among students nationwide.
The mandate will be jointly handled by PivotRoots and Arena Media, both part of the Havas network. Together, they will roll out a full-spectrum media strategy designed to boost AESL’s visibility across digital and traditional platforms.
At the heart of the partnership lies a simple idea: making the brand not just seen, but sought after. The agencies will blend data, technology and creative storytelling to craft campaigns that resonate with students and parents navigating an increasingly digital-first education landscape.
Aakash Educational Services Limited SVP marketing Kanika Kumar Nijhawan said, “At Aakash, we believe success is built through a structured, long-term and data-driven approach. As we expand across the country, adopting a more integrated approach to media is essential. This partnership marks a significant step towards building stronger connections with our audiences.”
Under the arrangement, PivotRoots will spearhead digital and performance marketing, covering social media, influencer collaborations and data-led optimisation. Meanwhile, Arena Media will focus on traditional channels including print, television, radio, cinema and outdoor advertising, ensuring consistent messaging across touchpoints.
Havas Media Network India chief executive officer Mohit Joshi said, “Delivering for a powerhouse like AESL requires both scale and precision. By combining Arena Media and PivotRoots, we are deploying our Converged.AI platform to create a 360-degree strategy that drives engagement, conversions and long-term growth.”
Echoing the sentiment, PivotRoots founder and chief executive officer Shibu Shivanandan added that the collaboration would focus on building “impactful, full-funnel experiences” powered by deep analytics and performance-led marketing.
With a strong legacy in coaching for medical and engineering entrance exams, AESL is now doubling down on integrated media to stay ahead in a crowded, fast-evolving education market. The partnership with Havas signals a clear intent: to turn visibility into meaningful engagement and, ultimately, student success.
