Belgium
Havas to Acquire DIGIZIK, Launching Havas Play in Belgium: Havas has announced the acquisition of DIGIZIK, a pioneering Belgian agency specializing in entertainment, music, and culture, in a move that significantly strengthens its experiential marketing capabilities. As part of the deal, DIGIZIK will join Havas Media Network’s experiential marketing arm, Havas Play, and will operate under the new name “DIGIZIK by Havas Play.” Importantly, this acquisition also marks the official launch of Havas Play in Belgium.
Through this strategic expansion, Havas reinforces its global Play network, which focuses on creating content and experiences that connect brands with audiences through passion points such as music, sport, gaming, fashion, and lifestyle. As a result, Havas positions itself as the go-to partner for brands seeking authentic cultural and entertainment-led connections with Belgian consumers.
Commenting on the acquisition, Yannick Bolloré, Chairman and CEO of Havas, said:
“I am thrilled to welcome François, Grégory and the entire DIGIZIK team to the Havas family. This acquisition perfectly illustrates our Converged.AI strategy: integrating creative excellence, capabilities and talent with the power of our AI-driven technology and data. With DIGIZIK joining Havas Play, we unite global activation expertise with DIGIZIK’s unrivaled expertise in music, entertainment and cultural storytelling, bringing world-class creativity and innovation to the Belgian market.”
Founded in 2011 by François Charles and Grégory Lefillatre, DIGIZIK has grown into a benchmark name in Belgian entertainment marketing. The agency defines itself as a collective of “Culture Shapers,” using the power of music and entertainment to craft authentic stories and immersive experiences that influence society. Moreover, DIGIZIK brings together a team of renowned specialists supported by a strong and well-connected network across both the Belgian and international cultural landscapes.
Today, DIGIZIK works with around 30 active clients and has recently expanded beyond music into fashion, lifestyle, food, and sports. Its client portfolio includes leading brands such as Universal Music, BNP Paribas Fortis, Red Bull, Warner Music, Picon (Campari Group), Hey! (Orange), John Martin Brewery, and G-Shock (Casio), as well as public institutions like RTBF and STIB/MIVB. In addition, the agency has produced high-profile event content with major Francophone artists including Stromae, Angèle, Bigflo & Oli, Major Lazer, and Justice, alongside emerging talents.
Echoing this sentiment, François Charles and Grégory Lefillatre, Co-Managing Directors of DIGIZIK by Havas Play, stated:
“This is a unique opportunity to elevate DIGIZIK to a new level. With DIGIZIK’s legacy, Havas Play’s global expertise in activating major cultural and sports properties, and the power of Converged.AI, we are ideally positioned to help our clients transform audiences into engaged communities and create memorable experiences at the intersection of entertainment and culture.”
Furthermore, the acquisition strengthens Havas’ integrated Village model in Belgium, which brings media, creative, and strategic expertise together under one ecosystem. Havas Belgium unites Havas Media Network Belgium, led by co-CEO Hugues Rey, and Boondoggle Havas, a full-service creative agency led by co-CEO Stijn Cox, alongside H/Advisors Brussels, headed by Helena Walsh, which specializes in strategic communications and public affairs. With the launch of Havas Play through DIGIZIK, cultural creativity now complements these services and is powered by Converged.AI, Havas’ global technology and data platform.
