Havas Media eyes growth with dedicated B2B division

Havas Media Group is targeting the multi-billion pound B2B market by launching a dedicated global unit, Havas Business, which it claims is a ‘boardroom-ready’ marketing solution that unlocks meaningful value and growth for brands.

The group already holds a number of B2B accounts which will now become founding clients, including Danish shipping business Maersk, insurance giant Axa, freight logistics group Twill, coffee supply business JDE Professional and Swedish tech company ABB.

Havas insists the division will help clients elevate the role of media and marketing to the top of their companies, and design campaigns that impact business performance.

Havas Business will deliver value for clients across disciplines, deploying a fully integrated approach across the three areas of strategy, execution and effectiveness.

According to a Statista survey of chief marketing officers from B2B companies in the UK, North America, Germany and France, 68% of respondents planned to increase digital advertising budgets. In the US alone, B2B ad spend is set to pass $30bn (£25bn) in 2023.

Based in the UK and supported by Havas Media’s global network, as well as Havas Group’s integrated “Village” model, will now be integrated into 150 markets.

Havas Media Group UK & Ireland chief executive Patrick Affleck (pictured) 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.”