• by Joe Mandese  @mp_joemandese, March 21, 2023

Havas this morning announced the rollout of a global network leveraging entertainment, sports, technology and fandom to “earn consumers’ attention,” and said high-end audio technology brand Harman International is its first client.

Havas did not disclose details on how the new network will work operationally to earn consumer attention, but said Havas Play has already begun operating in its Paris-based headquarters.

The agency described the new ad service model as being an extension of its “Meaningful” brands research and development, and said it will differentiate in three different ways:

• Optimizing activation through a deep understanding of what makes brand meaningful.

• Utilizing a commitment to ethics, sustainability and inclusivity, including an alliance with the U.S. Institute for Advertising Ethics.

• Utilizing a bespoke approach to measuring brand experience via its global data platform, “Converged.”

“Clients of Havas Play will have unparalleled access to create meaningful experiences in collaboration with the cultural influencers that command their consumers’ attention and passion,” Havas Chairman-CEO Yannick Bolloré said in a statement announcing the new network.