• by Steve McClellan , November 21, 2022

Harman International, part of Samsung, has appointed Havas Group as its global agency of record across all its brands and territories. The selection followed a competitive pitch that began in July and included all the major holding groups, according to the company.

The remit covers JBL (speakers and other audio products), home audio systems brand Harman Kardon, and Harman’s B2B products, services and technology solutions for automakers and enterprise customers globally. 

The scope of work includes brand strategy, creative, content, media and production as well as selective support in social media and influencer marketing.

Harman spends an estimated $15 million on measured media annually, according to agency research firm COMvergence. About 90% of the total is earmarked for digital. 

The Havas global account team will work across regional hubs for the Americas, Europe, and Asia as well as through dedicated teams in key markets. 

Harman International’s vice president of brand strategy and consumer insights, John Livanos stated, “Harman’s marketing team is strengthening our operational model and building upon the foundational principles of insights, automation, integration, measurement, and accountability that will unlock exponential business growth. Havas will be a central partner in this growth journey. We’re excited to build the solutions we need together and know that Havas are as invested in our success as we are.”