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Havas Sport & Entertainment CEO departs as agency is integrated into global group but UK-based HSE Cake remains unaffected

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By Rebecca Stewart, Trends Editor

January 10, 2017 | 3 min read

Havas' global brand engagement arm, Havas Sport and Entertainment, is to be integrated into the network's wider group as its chief executive Pedro Avery departs.

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Havas Sport & Entertainment CEO departs as agency is integrated into global group but HSE Cake remains unaffected

The move is part of Havas Group's 'Together' strategy, which seeks to intensify integration for clients and will see staff from the global sporting and entertainment agency absorbed into the company's client teams. The experts will work across the firm's 46 international 'villages' that contain all of its communications disciplines under one roof.

The integration will not affect the network's UK-based sports and entertainment agency HSE Cake, with the London-based firm confirming to The Drum that its senior management team will remain. "HSE Cake has had a stellar year and we expect 2017 to be our best ever. The senior management team remains unchanged under Adrian Pettett's leadership as chief executive," a company spokesperson said in a statement. Jim Dowling will continue as managing director and Joanne Warnes as chief operating officer.​

Havas Sport and Entertainment's absorption into the wider network follows a year-long integration strategy that had been overseen by its outgoing chief executive Avery since his appointment in 2015. He will now move on to new projects outside the group.

Havas' chief executive Yannick Bolloré said: "My thanks go out to Pedro for his successful management of this transition. It is thanks to his energy and passion that we are able to offer such an incredible expertise."

He added that the integration means the group's agencies will be better placed to deliver solutions for clients "that build emotional relationships between brands, fans and communities based on today’s popular culture."

Separately, Havas acquired Target Media Communications Group (Target MCG) at the end of 2016 to bolster its presence in the entertainment and content markets. The lifestyle and media business is being run as part of Havas Media under its own name and current brand identity.

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