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Havas, a global communications giant based in France, is acquiring independent Melbourne media and creative agency Hotglue in a move that expands the centuries-old company's existing Australian media, digital and content footprint.
The proposal, which is still subject to regulatory approvals, will see Hotglue merge with Havas Media Melbourne to create a “larger, more dynamic team with enhanced expertise and leadership across digital, ecommerce, media and activation functions”.
Hotglue founders Nick Smith, Lewis Hearn and Matt Hearn will lead the expanded Havas Media Melbourne team of 65 and take the Havas presence in Melbourne to more than 120 staff across media, creative, PR, health and digital project management.
Havas, a company that traces its origins in Paris as far back as 1835, already has a strong base in Sydney with a suite of brand, media and innovation agencies.
Havas says the merged Havas Media Melbourne group will provide greater scale and deliver new growth opportunities.
Hotglue, which was established in 2010, is well known for its integrated social, digital, media and content services for clients in the beauty, retail, FMCG (fast-moving consumer goods), automotive and finance sectors.
The agency has grown rapidly over the past five years, working with clients such as L’Oreal, Bulla Dairy, Dulux, Transurban, Sorbent, Thirsty Camel and LaTrobe Financial.
“Hotglue is a forward-thinking business that perfectly aligns with Havas’ global Converged strategy, sharing our deep focus on clients’ ever-increasing needs for cross-functional, fully integrated communications solutions driven by standout creativity and the best technology,” says Havas chairman and CEO Yannick Bolloré.
“The momentum they’ve created through their integrated approach to digital, media and content services is remarkable, and we are excited to see how their addition will support our continued, mutual growth.”
Hotglue co-founder Nick Smith reveals that the agency was first approached about a potential merger through Virginia Hyland, the CEO of Havas Media Network AUNZ.
“Since our inception 14 years ago, Matt, Lewis, and I set out to create the independent agency we always wanted to work in - one our clients deserved and an environment where our staff had the opportunity to flourish,” says Smith.
“It’s been a fun ride, and we’ve been successful in achieving just that. When Havas knocked on our door, and we got to know Virginia’s future vision, Havas's sense of purpose, and their strategy for the future, it became abundantly clear that this was the next logical step for Hotglue and our team of over 55 dedicated staff.
“We’re thrilled to bring our fantastic culture, social, media, and production capabilities and incredibly skilled workforce into the Havas network. This move not only adds support to existing clients but further establishes Havas as a formidable presence in the Melbourne market.”
Hyland says Havas has laid plans to further grow its Melbourne base, which the company describes as its "Melbourne Village".
“Following Hotglue’s success over many years, I have always admired the pedigree of the talented team, their strategic smarts and consistent delivery of high-quality results, which has driven their agency’s growth and success,” she says.
“Integrating Hotglue into Havas Media Melbourne will enhance our scale and ability to offer comprehensive solutions across the consumer decision making journey for our clients.
“This acquisition supports our progressive Havas Converged strategy and operating system.
“I look forward to warmly welcoming the Hotglue team as we grow our Melbourne Village footprint, adding even greater depth of skills and expertise to our talented team.”
James Wright, the group CEO of Havas Creative Network AUNZ and the global chair of Havas PR Network says that Havas Media Melbourne will strategically scale through the addition of "greater talents and capability".
“With the expertise and brilliance of Nick, Lewis, Matt and their team we will have a significant foundation to further attract exciting new clients and talent to the Havas Group," he says.
“We look forward to bringing the team across and building an even more powerful Melbourne Village.”
Havas, which was founded in 1835 in Paris, is among the world’s largest communications groups supporting more than 23,000 people in over 100 countries. It became part of the Vivendi media, entertainment and communications group in 2017.
The Havas business is supported globally by an integrated strategy and operating system known as Converged, which it says fuses all its global expertise, tools and capabilities to “create, produce, and distribute personalised and optimised content and experiences on a large scale in real-time”.
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