Havas Acquires Entertainment Marketing Agency DIGIZIK, Launches Havas Play in Belgium

Havas has acquired DIGIZIK, a Belgium-based agency known for its work at the intersection of entertainment, music and culture. Following the acquisition, DIGIZIK will operate as DIGIZIK by Havas Play, marking the official entry of Havas Play the group’s experiential and passion-led marketing arm into the Belgian market.The deal strengthens Havas’ global Play network, which focuses on building brand connections through cultural passion points such as music, sport, gaming, fashion and lifestyle. With this addition, Havas is positioning itself more firmly in the Belgian entertainment and culture-led marketing space.Founded in 2011 by François Charles and Grégory Lefillatre, DIGIZIK has built a reputation as an entertainment-first agency that uses music and pop culture to shape brand narratives. The agency works with around 30 active clients and has recently expanded beyond music into fashion, lifestyle, food and sports.

DIGIZIK’s client roster includes Universal Music, BNP Paribas Fortis, Red Bull, Warner Music, Picon (Campari Group), Orange (Hey!), John Martin Brewery, G-Shock (Casio), along with public institutions such as RTBF and STIB/MIVB. The agency has also produced event and content projects with major Francophone artists including Stromae, Angèle, Bigflo & Oli, Major Lazer and Justice.The acquisition further deepens Havas’ integrated Village model in Belgium, which brings together media, creative and advisory capabilities. Havas Belgium includes Havas Media Network Belgium, co-led by Hugues Rey, Boondoggle Havas under Stijn Cox, and H/Advisors Brussels, headed by Helena Walsh.

Announcing the move, Yannick Bolloré, Chairman and CEO of Havas, said the acquisition aligns with the group’s broader integration strategy, noting that DIGIZIK adds strong cultural and entertainment expertise to Havas Play’s global activation capabilities.François Charles and Grégory Lefillatre, now co-Managing Directors of DIGIZIK by Havas Play, said the partnership opens up new scale and opportunity, combining DIGIZIK’s cultural DNA with Havas Play’s international reach.Hugues Rey, co-CEO of Havas Belgium, added that the integration strengthens the group’s entertainment marketing offering, describing DIGIZIK as a bridge between brands and highly engaged cultural audiences.