Havas New York snaps up The 88 digital agency

Havas Group CEO Yannick Bolloré, commented: "This acquisition brings The 88's keen expertise in digital strategy, creative, production, development, influence and event activation into Havas New York's already robust capabilities. Building on what Paul Marobella, Jason Peterson and Laura Maness have already implemented within Havas Creative in the US, this addition will enable us to deliver our clients with an unmatched service mix, and bring value to every part of the customer journey. "

Following its subsumation into Havas’ Annex cultural network The 88 will be rebranded as Annex88, with Bernstein serving as chief creative officer of Havas New York.

Bernstein said: "Seven years ago when I started The 88, I didn't set out to build a social media agency. I wanted to change advertising. I saw the emergence of bloggers (now called influencers) and social media as the future of how brands and their consumers would engage. It was the creative 'wild, wild, west' back then, and we were the cowboys. We just wanted to break how things were being done. I've learned a lot through this process – through breaking and making new things; some that worked and some that didn't.

"Most importantly, I learned that a great idea doesn't have to have a TV spot at the center; because with our consumer today, a great idea can start anywhere. So we need to think of everything. Every touchpoint. Every engagement. Working with Havas New York gives me the opportunity to do that".

The 88 works with brands including L'Oréal, Mars and Bacardi offering expertise with Instagram, Snapchat and virtual reality.