Havas Play Launches in Africa to Strengthen Brand Engagement Through Culture
Havas Africa has officially launched Havas Play, a global network dedicated to enhancing brand engagement through sponsorships, partnerships, experiential marketing, social media, influencers, and branded content. The expansion marks a significant step in connecting brands with African consumers by tapping into the continent’s rich cultural landscape of music, sports, and gaming.
Havas Play’s global presence spans more than 20 countries with a network of over 500 experts. Its entry into Africa follows successful activations in key markets, including Australia, France, the United Kingdom, the United States, India, Spain, Italy, China, Hong Kong, Germany, Singapore, and Latin America. The launch aims to empower African brands by leveraging consumer passion points to drive business growth.
According to PricewaterhouseCoopers' Africa Entertainment and Media Outlook 2024-2028 report, entertainment and media revenue in South Africa, Kenya, and Nigeria is projected to exceed the global average annual growth rate of 3.9%. South Africa’s revenue is expected to rise from $16.1 billion in 2023 to $19.8 billion in 2028, Nigeria’s from $9.0 billion to $13.6 billion, and Kenya’s from $3.8 billion to $4.8 billion. This upward trajectory underscores Africa’s influence on the global entertainment and sports economy and its potential as a key market for brand investment.
“Havas Play is not just about creating campaigns—it’s about igniting passion points and fostering meaningful connections between brands and communities,” said Renata Spackova, Chief Operating Officer of Diversified Services at Havas. “Africa is a powerhouse of culture and creativity, and its impact on global entertainment is undeniable. Expanding Havas Play into Africa strengthens our global footprint and unlocks new opportunities for brands to engage with some of the world’s most passionate fanbases.”
Carel Scheepers, Head of Diversified Services at Havas Africa, emphasized the importance of cultural relevance in brand engagement. “Africa’s strong and diverse cultures are deeply rooted in entertainment, whether in sports, music, or gaming. Havas Play will help brands become cultural players, forming meaningful connections with superfans in a fragmented media landscape. Brands cannot thrive without people—culture must be at the forefront of brand strategy.”
Echoing this sentiment, Provit Chemmani, CEO of Havas Africa, highlighted the broader impact of the launch. “Africa is more than a market; it is a movement driven by passion, creativity, and an unstoppable energy for entertainment. With Havas Play, we are not just launching a service—we are igniting a cultural revolution. Brands will no longer just advertise; they will integrate into the very fabric of music, sports, and gaming, shaping the future of fan engagement and positioning Africa at the center of the global entertainment economy.”
The launch of Havas Play in Africa aims to create a meaningful offering for both existing and new clients, harnessing the power of African consumers' passion for sports, music, and technology. By embedding brands into cultural movements, Havas Play seeks to redefine how businesses connect with audiences across the continent.
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