Havas Expands Experiential Footprint with Bearded Kitten Acquisition

Havas has announced the acquisition of experiential marketing agency Bearded Kitten, adding specialist capabilities in immersive experience design to its global Havas Play network. The 45-member agency is known for delivering large-scale brand activations and theatrical productions for clients including Netflix, Unilever, Intuit, L’Oréal, Twitch, and Beavertown, as well as for several existing Havas Media Network UK partners such as Red Bull, Pokémon, Google, and Disney.

With the acquisition, Bearded Kitten becomes part of Havas Play under the new identity “Bearded Kitten, Part of Havas Play.” The agency will continue operating from its current premises, allowing its culture and production model to remain intact. Founder Barney Sutton joins the Havas Play leadership team and will report to Nick Wright, CEO of Havas Play UK, as the combined group looks to expand its experiential offering across markets.The addition strengthens Havas Play’s in-house expertise across immersive environment design, prop-making, and high-end theatrical production, complemented by Bearded Kitten’s deep sector knowledge in entertainment, retail, and luxury. The move aligns with growing demand from brands seeking more tangible, culturally relevant experiences that blend live engagement with content-led storytelling.

Havas Chairman and CEO Yannick Bolloré said the acquisition reflects the group’s ambition to scale its global experiential marketing capabilities. He described Bearded Kitten as one of the most respected experiential agencies worldwide, noting that its creative craft and track record position Havas Play to capitalise on renewed momentum in the sector.Echoing this sentiment, Patrick Affleck, CEO of Havas Media Network UK & Ireland, pointed to the resurgence of experiential marketing and the agency’s ability to deliver immersive work that earns brands an authentic place within culture. He said bringing Bearded Kitten into the network would enhance Havas Play’s ability to deliver bold and meaningful brand experiences across integrated campaigns.

Nick Wright, CEO of Havas Play UK, added that experiential has always been central to the offering and that the partnership unlocks larger and more ambitious opportunities powered by integrated creative thinking and seamless execution across teams. He highlighted Bearded Kitten’s award-winning experiential craft and strong in-house production capabilities as assets that will elevate the network’s end-to-end delivery.Commenting on the announcement, Barney Sutton said the alignment with Havas Play felt natural from the outset. While remaining culturally and creatively true to Bearded Kitten’s roots, he noted that the partnership provides new scale, resources, and opportunities to grow the agency’s impact globally. He expressed excitement about the next phase of growth under the Havas umbrella.