Mumbai: Havas has announced the acquisition of DIGIZIK, a pioneering agency specialising in entertainment, music and culture, marking the launch of its experiential marketing arm, Havas Play, in Belgium. DIGIZIK will operate as ‘DIGIZIK by Havas Play’, expanding Havas’ global Play network dedicated to creating content and experiences that connect brands with audiences through passion points such as music, sport, gaming, fashion and lifestyle.
Founded in 2011 by François Charles and Grégory Lefillatre, DIGIZIK has established itself as a benchmark in Belgium’s entertainment marketing landscape. Positioned as a collective of ‘Culture Shapers’, the agency leverages the power of music and entertainment to craft authentic stories and experiences that resonate with communities and influence culture. Its team brings deep expertise and a strong network across Belgian and international cultural ecosystems.
DIGIZIK currently works with around 30 active clients and has recently expanded into fashion, lifestyle, food and sports. Its client portfolio includes Universal Music, BNP Paribas Fortis, Red Bull, Warner Music, Picon (Campari Group), Hey! (Orange), John Martin Brewery, G-Shock (Casio), RTBF and STIB/MIVB. The agency has also produced event content with leading Francophone artists such as Stromae, Angèle, Bigflo & Oli, Major Lazer and Justice, alongside emerging talent.
The acquisition further strengthens Havas’ integrated Village model in Belgium, combining media, creative and strategic expertise to deliver end-to-end solutions for clients. Havas Belgium brings together Havas Media Network Belgium, led by co-CEO Hugues Rey; Boondoggle Havas, the full-service creative agency led by co-CEO Stijn Cox; and H/Advisors Brussels for strategic communications and public affairs, headed by Helena Walsh. With the launch of Havas Play through DIGIZIK, cultural creativity will complement these offerings, powered by Converged.AI, Havas’ global technology platform.
“I am thrilled to welcome François, Grégory and the entire DIGIZIK team to the Havas family. This acquisition perfectly illustrates our Converged.AI strategy: integrating creative excellence, capabilities and talent with the power of our AI-driven technology and data. With DIGIZIK joining Havas Play, we unite global activation expertise with DIGIZIK’s unrivaled expertise in music, entertainment and cultural storytelling, bringing world-class creativity and innovation to the Belgian market,” said Yannick Bolloré, Chairman and CEO of Havas.
Commenting on the integration, François Charles and Grégory Lefillatre, now co-Managing Directors of DIGIZIK by Havas Play, said, “This is a unique opportunity to elevate DIGIZIK to a new level. With DIGIZIK’s legacy, Havas Play’s global expertise in activating major cultural and sports properties, and the power of Converged.AI, we are ideally positioned to help our clients transform audiences into engaged communities and create memorable experiences at the intersection of entertainment and culture.”
Hugues Rey, co-CEO of Havas Belgium, added, “This acquisition firmly establishes Havas Belgium in entertainment marketing. DIGIZIK represents the genuine connection between brands and passionate audiences. Our approach is built on three complementary levers: Connection, to identify relevant cultural insights; Control, to orchestrate touchpoints at the right moment; and Content, to deliver what audiences truly seek. This integration transforms creative promise into measurable performance.”
