Havas builds B2B wing with major agency acquisition

andrea glenn 3Havas is expanding its B2B division with the acquisition of UK-based global agency Ledger Bennett in a move designed to enhance its capabilities in the high growth space both in the UK and internationally.

The agency, which was founded in 1985, will now be rebranded Ledger Bennett, a Havas Company and join the organisation under Havas Media Network.

Over the last two years, Havas has acquired Search Laboratory, additive+ and Expert Edge (now Havas Market UK) to bolster capabilities in performance marketing, dynamic creative and content services and commerce.

Havas also brought global creative cultural partnerships and activations agency Havas Play to the UK in 2023 and most recently Havas Media Network’s audience and data platform, Converged, as agencies put in place cookieless cross-platform planning-to-activation solutions.

Meanwhile, Havas Media Group launched a dedicated global unit, Havas Business, in 2022 as a ‘boardroom-ready’ marketing solution. However, this agency will now merge into Ledger Bennett, forming a 100+-person strong B2B specialism within Havas Media Network.

Ledger Bennett operates in EMEA, APAC and North America, servicing clients across industrial, tech and services within B2B, including GE Digital and LinkedIn.

Since Andrea Glenn took the role of CEO in 2022, the agency has grown its revenue by 50% following wins such as Expleo, Aptean and Indeed.

It is claimed that its progressive “Fluid Talent” model “seamlessly” integrates marketing talent into a client’s organisation, providing the skills and scale clients need as demands ebb and flow. Its proposition has led to industry-wide recognition for the likes of its GE Digital ‘Mastering the Balance’ campaign work, among others.

Ledger Bennett’s integrated offering also complements the B2B offerings from fellow Havas Village London agencies H/Advisors Maitland and Gate One, in addition to those within Havas Media Network. Ledger Bennett will also look to unlock the latent potential of existing Havas Village capabilities for B2B purposes, such as CX and ecommerce.

Ledger Bennett’s UK staff will move to Havas Village London from March 2024, where the agency will be headed by CEO Andrea Glenn, who will report into Havas Media Network UK & Ireland CEO Patrick Affleck.

Havas chairman and global CEO Yannick Bolloré said: “We are excited to welcome Andrea, the Ledger Bennett team and its impressive list of clients into our Havas family. Bringing together marketing, sales, customer and product teams under the goal of maximizing customer lifetime value is going to be critical for the best brands in the next five years.

“Ledger Bennett brings a go-to-market solution to our Village that perfectly supports our One Havas strategy. The growth of B2B marketing continues to accelerate and will be important for B2B brands as well as B2C brands with B2B potential.”

Andrea Glenn added: “When we started this process, we wanted to disrupt B2B marketing. Our conversations with Havas have been energising and there’s a palpable ambitious appetite to scale B2B within Havas Media Network and throughout Havas.

“That’s convinced us Havas would be a great place to accelerate our growth with a combined offering of progressive B2B capabilities from Ledger Bennett and B2C firepower from Havas.”

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