Havas acquires UK-based global B2B marketing agency Ledger Bennett – Brand Wagon News

Havas has announced the acquisition of UK-based global B2B marketing agency Ledger Bennett. The acquisition will enhance the agency’s capabilities in the high growth B2B space both in the UK and internationally.

Additionally, Ledger Bennett will now be branded as ‘Ledger Bennett, a Havas Company’ and join the organisation under Havas Media Network.

Talking about the acquisition, Yannick Bolloré, chairman and global CEO, Havas, 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 maximising 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.”

Moreover, the acquisition is Havas’ latest step to diversify its service offering so that it can better support its clients’ growing digital and data requirements as they transition to be more customer-led. 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.

Furthermore, 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 rush to put in place cookieless cross-platform planning-to-activation solutions.

“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 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,” Andrea Glenn, CEO, Ledger Bennett, a Havas company, added.

In 2022, Havas Media Network UK launched a dedicated B2B division, Havas Business, to formally kick start its B2B journey and currently works with the likes of 3M, JDE Professional and Maersk for which Havas Business won the Grand Prix at WARC B2B effectiveness in two consecutive years. Havas Business will merge under Ledger Bennett, forming a 100+-person strong B2B specialism within Havas Media Network.

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