Havas Media has announced that it has purchased Ignition, the experiential marketing agency, to bolster its sport & entertainment division.
The move forms part of the groups strategy to ‘up-weight its global brand engagement offer’ in the run up to the 2012 Olympics and 2014 FIFA World Cup.
Based in Atlanta and New York Ignition will also extend Havas’s footprint to the US, delivering large, event led brand engagement campaigns across to 34 offices in 20 markets.
Ignition enjoys a long held client base including leading brands such as American Express, BP, Delta Air Lines, ESPN, Kia, United Nations Foundation, Victoria’s Secret and The Coca-Cola Company.
Havas Sports & Entertainment’s global president and CEO Lucien Boyer, said: “Ignition will add tangible value to the Havas Sports & Entertainment and Cake Group agencies in our network, helping to reinforce our strong global offering at a very interesting time for brands in sports and entertainment. ignition's 15 year history of activating the Olympic Torch Relay, including for London 2012, and 14 years activating the Trophy Tour in relation to the FIFA World Cup™ for The Coca-Cola Company will also build on our involvement with these key clients and sports organizations.”
Ignition president Mike Hersom added: “Today the ignition brand goes truly global. With Havas Sports & Entertainment's infrastructure, insight and reach, coupled with our 15 year track record of leading complex international consumer campaigns, we are now poised to take our magic to scale for sustainable growth."