Mumbai: Havas has acquired Barcelona-based experiential marketing agency MUT, strengthening its capabilities in brand experiences, live events and sustainable event solutions in Spain as the global communications group continues to expand its presence in one of its key markets.
The acquisition is aimed at enhancing Havas’ experiential marketing offering in Spain and reinforcing its ability to help brands engage audiences through immersive experiences and live events.
Founded in 2010 by CEO Nacho Gómez, MUT has built a reputation as a specialist in impact-driven experiential marketing and sustainable events. The agency operates with a 30-member team and positions itself as a Positive Creativity® partner, creating brand experiences that deliver social, environmental and business impact.
MUT combines strategy, creativity and innovation to design experiences for leading brands across industries. Its client portfolio includes Audi, Freixenet, T-Systems, Bodegas Torres, Veepee, Totogi, NTT DATA and Zurich Seguros, and the agency is recognised among Spain’s leading event specialists.
Following the acquisition, MUT will be integrated into Havas Spain, expanding the group’s capabilities across experiential marketing while supporting its broader diversification and growth strategy in the country. Nacho Gómez will continue as CEO of MUT, ensuring continuity in the agency’s leadership, business model and market positioning.
“I am delighted to welcome Nacho Gómez and the entire MUT team to the Havas family. Their strong expertise in experiential marketing and live events perfectly aligns with our ambition to continue strengthening and expanding our capabilities in high-growth areas. By joining forces, we are enhancing our experiential marketing offering in Spain and enabling our clients to build desirable brands through powerful content and experiences that foster deeper connections with people,” said Yannick Bolloré, Chairman and CEO of Havas.
“MUT is a key player in the sustainable events space, with a distinctive capability in both ideation and execution. This acquisition strengthens Havas’ diversification strategy and enables us to further drive our clients’ growth with an even more comprehensive value proposition,” added Jorge Irizar, CEO of Havas Spain.
“For MUT, joining Havas is a natural step. We share the same vision for building brands in a constantly evolving world: the curiosity to challenge the status quo, the ambition to go further, and the conviction that experiences have the power to transform people, brands and organizations. Since our inception, we have believed that creativity and experiences can generate value for brands while delivering positive impact for society. Finding in Havas a group that shares this vision gives us confidence in the future, knowing that together we can help shape the evolution of our industry and further establish experiential marketing as a driver of growth, connection and positive impact for brands,” declared Nacho Gómez, CEO of MUT.
The acquisition underscores Havas’ continued focus on expanding its experiential marketing capabilities globally while strengthening its position in Spain through specialised offerings in brand engagement, live events and sustainable experiences.
