Mumbai: Havas has announced the acquisition of multi-award-winning experiential agency Bearded Kitten, further strengthening its global experiential marketing offering under Havas Play. The agency, which was named Brand Experience Agency of the Year at the Campaign UK Agency of the Year Awards 2022, will now operate as ‘Bearded Kitten, part of Havas Play’ within Havas Play UK under Havas Media Network UK.
Founded in 2007, Bearded Kitten is known for its immersive, end-to-end experiential campaigns and currently works with leading brands including Netflix, Unilever, Intuit, L’Oréal, Twitch and Beavertown, alongside several Havas Media Network UK clients such as Red Bull, Pokémon, Google and Disney. With 45 specialists, the agency brings deep expertise in immersive experience design, prop-making, theatrical production, and high-impact brand activations.
The integration significantly scales Havas Play UK into a 200-strong experiential powerhouse, backed by global capabilities to deliver connected, culturally resonant brand experiences.
Yannick Bolloré, Chairman and CEO, Havas, said, “Bearded Kitten consistently ranks among the top experiential agencies worldwide. We are thrilled to welcome Barney Sutton and the entire team at Bearded Kitten to the Havas family. Their creativity, craft and proven track record will help us capitalise on the experiential marketing boom. The acquisition of Bearded Kitten is a statement of our ambition to scale our Havas Play offering globally.”
Patrick Affleck, CEO of Havas Media Network UK & Ireland, added, “Experiential is back in high demand and growth, and Bearded Kitten’s creativity and craft set the benchmark for what best-in-class looks like. Bringing them into Havas Play supercharges our ability to deliver bold, immersive experiences that earn brands a meaningful role in culture. This is an exciting new chapter for both them and us as we look to deliver breakthrough work for our clients.”
Nick Wright, CEO of Havas Play UK, said, “Experiential has always been front and centre in our offering, and with Bearded Kitten now part of the team, we can supercharge and scale this even further. Their arrival unlocks bigger, bolder ideas driven by integrated thinking and seamless delivery through one fully connected team. With Bearded Kitten’s award-winning experiential craft and robust in-house production capabilities, we can deliver best-in-class brand experiences at the heart of integrated campaigns, across every brief.”
Barney Sutton, Founder and now CEO of Bearded Kitten, part of Havas Play, stated, “From our first conversations with Havas, we knew it was the right fit. We’ve been particularly selective about potential partners, but Havas Play instantly felt like the missing piece. We’re still very much Bearded Kitten, the same people and culture, but now with the scale and resources of Havas Play behind us. We couldn’t be more excited for this next chapter!”
The acquisition comes at a time when global spending on experiential marketing is valued at $128.3 billion, with industry demand rising sharply. With this move, Havas Play reinforces its position as a major force in the fast-growing experiential landscape.
