Havas brings Play to belgium with Digizik acquisition

BELGIUM: Havas has tuned into Belgium’s cultural pulse with the acquisition of Digizik, officially launching Havas Play in the market. The entertainment and culture specialist will now operate as Digizik by Havas Play, strengthening the group’s push into passion-led marketing built around music, sport, gaming, fashion and lifestyle.

Founded in 2011 by François Charles and Grégory Lefillatre, Digizik has carved out a reputation as a cultural connector, using music and entertainment to shape stories that resonate beyond the screen or stage. The agency works with around 30 active clients and brings with it a close-knit network spanning Belgium’s cultural scene and key international players.

Its client list reads like a playlist of big brands and cultural heavyweights, including Universal Music, BNP Paribas Fortis, Red Bull, Warner Music, Campari Group’s Picon, Orange’s Hey!, John Martin Brewery and Casio’s G-Shock. Digizik has also produced event content with artists such as Stromae, Angèle, Bigflo and Oli, Major Lazer and Justice, alongside rising talent.

By folding Digizik into Havas Play, the group sharpens its integrated village offering in Belgium, bringing cultural creativity alongside media, creative, advisory and public affairs services. The move also plugs local expertise into Havas Play’s global activation network, supported by the group’s Converged.AI technology platform.

Havas chairman and CEO Yannick Bolloré, said the acquisition reflects the group’s strategy of blending creative excellence with data and AI-driven capabilities, while giving Belgian brands a powerful new way to connect with audiences through culture.

For Digizik’s founders, the deal marks a new chapter. François Charles and Grégory Lefillatre said joining forces with Havas Play opens the door to transforming audiences into engaged communities and creating experiences that live at the crossroads of entertainment and culture.

Havas Belgium co-CEO Hugues Rey added that the move firmly anchors the group in entertainment marketing, turning cultural insight into measurable impact and giving brands a more meaningful way to join the conversation.

The launch of Havas Play in Belgium signals a clear intent from the group to place culture at the heart of brand building. By combining Digizik’s deep-rooted entertainment credentials with Havas’ global scale and technology-led approach, the group is positioning itself to help brands move from simple visibility to lasting cultural relevance in an increasingly experience-driven market.