• by Joe Mandese  @mp_joemandese, July 7, 2022

In the second B2B offering announcement by a major media services agency in as many days, Havas Media Group (HMG) this morning announced the formation of aptly named "Havas Business."

The new unit, which is being established from existing HMG B2B services resources, will be headquartered in its London offices and will be overseen by U.K. Managing Director David Goodall.

The agency described the goal of the new offering as global and intended to "disrupt B2B marketing with a ‘boardroom-ready’ marketing solution that unlocks meaningful value and growth in B2B for brands."

The announcement follows Horizon Media's launch of Green Thread on Tuesday, a new B2B division created by the acquisition of the Revenue Enablement Institute, and signals a possible mini trend of heightening focus on B2B inside big media agency organizations.

HMG says Havas Business will focus on three major areas of B2B marketing:

• Strategy: High-end consulting services to help B2B brands win in a competitive marketplace, including brand positioning, integrated comms, and content partnerships. 

• Execution: Creating meaningful media experiences for B2B audiences through media planning and buying. 

• Effectiveness: Leveraging bespoke, holistic measurement solutions to capture sales impact tailored to each client.

The agency said the new unit will draw from existing operations, talent and experience, citing award-winning work for logistics leader Maersk.

Other pre-existing B2B clients include Twill, JDE Professional, ABB, and others.