Leading the Middle East office as Business Director is Carlo Nakhle, a seasoned expert with years of experience in the healthcare advertising industry. Carlo brings a wealth of expertise in managing multinational accounts across therapeutic areas, including Diabetes, Oncology, COPD, Asthma, Dermatology, and Weight Management. His track record of success working with leading pharmaceutical companies positions him as an invaluable asset to spearhead the agency’s operations out of Dubai.

Havas Life Middle East will offer a comprehensive suite of services, including strategic brand planning, creative development, digital health innovation, multichannel marketing, patient engagement, and disease awareness campaigns.

The agency’s launch aligns with Middle East’s vision to become a global hub for healthcare innovation and excellence. By combining local insights with Havas Life’s global expertise, the Middle East Village is well positioned to become a key player in the region’s healthcare advertising landscape.

Stephanie Stephan has been appointed as Executive Creative Director, a role that will see her lead the entire creative team and report to Colman Sheil, Chief Creative Officer. Stephanie, who has been with Liquid since its early days, brings over a decade of experience in retail-focused creativity and a passion for blending science with storytelling to drive impact.

Nicole Wingate steps into the role of Client Servicing Director, where she will oversee the agency’s growing client servicing team. Since joining Liquid over eight years ago, Nicole has been instrumental in shaping client relationships and delivering solutions with localised insight, clarity and collaboration.

These promotions mark the steady upward trajectory of Liquid HAVAS Market, as it combines agile, creative commerce and retail strategies with global resources and technological expertise to deliver unparalleled value to both brands and consumers.

Liquid HAVAS Market was established following HAVAS’ strategic acquisition of omni-commerce specialist Liquid in 2024, reinforcing its position in the shopper marketing, e-commerce and retail media landscape across the Middle East. These new leadership appointments strengthen the agency’s ability to deliver meaningful shopping experiences that connect people, brands and retailers in more impactful ways.

Today, Havas announced the strategic acquisition of Liquid, an Omni-commerce company, marking a significant step forward in enhancing its e-commerce and retail media capabilities.

Established in 2016 and renowned for its approach to integrating science, art, and instinct, Liquid has enabled brands to connect with consumers at the right retail touchpoints. With a team of over 100 specialists, Liquid has cultivated a portfolio of global FMCG clients such as Nestle, PepsiCo, Beiersdorf, and Procter & Gamble. 

This acquisition is a fusion of shared visions and values, aiming to redefine the shopper marketing and e-commerce landscape. Integrating Liquid's agile and creative retail strategies into Havas Market’s global resources and technological expertise will deliver unparalleled value to brands and consumers. The addition of Liquid also reinforces Havas’ presence in the Middle East where it maintains a partnership with luxury goods sales and marketing specialist Chalhoub Group.

Liquid’s Chief Executive Officer, Sachinn J Laala will remain in his role and commented on the partnership signifying its approach to amplifying digital transformation offerings, "By uniting Liquid's innovative strategies with Havas' global network and expertise, we're poised to lead the Shopper marketing, e-commerce, and retail media landscape, extending value creation and setting new benchmarks for our clients worldwide.” 

Yannick Bolloré, Chairman and CEO of Havas further added, "At Havas, we're dedicated to creating meaningful shopping experiences that not only resonate with consumers but also drive brand growth across all channels. The addition of Liquid builds upon Havas’ investment in the Middle East through our partnership with Chalhoub Group, extending our capabilities in this crucial region and ensuring our clients’ digital commerce transformations are not just reactive but groundbreaking.”  

Michael Chalhoub, President of Strategy, Growth, Innovation, Investment, and Joint Ventures at Chalhoub Group also said, “This acquisition underscores our steadfast commitment at Chalhoub Group, alongside Havas, to digital transformation and innovation, keeping our customer and her habits at heart, and paving the way for new benchmarks in shopper marketing and e-commerce. Together, we will cultivate meaningful connections, delivering unparalleled value to both brands and consumers and elevating the shopping experience to unparalleled heights."

Launched in 2020, Havas Market has grown steadily and is now scaled globally across 30+ markets.

"The Liquid Billboard" by Havas Middle East for Adidas got Gold in the Media Cut, Silver in the Work for Good Cut, and Bronze in the Communication Cut;

#TheMissingPeace for UN Women Lebanon by Twitter Dubai received Gold in the Media Cut and Bronze in the Work for Good Cut;

"Unparalleled" by The Film House for Doha Forum was awarded Silver in the Work for Good Cut.

Meanwhile, Leo Burnett Riyadh grabbed a Bronze in the Craft Cut with "Time to Redecorate" for Ikea. 

In total, the 2022 Gerety Awards jury has awarded 5 Grand Prix, 34 Gold, 58 Silver, and 77 Bronze, with 139 entries remaining on the shortlist.

Grand Prix for Illustration in the Craft Cut: #PainStories for Bodyform/Libresse by AMVBBDO, UK

Grand Prix for Alternative Media in the Communication Cut: "Unfiltered History Tour" for Vice Media, Instagram AR Filters by Dentsu Webchutney, India

Grand Prix for Editing in the Craft Cut: "Super. Human." for Channel 4 on the Tokyo Paralympics 2020 by Final Cut, UK

Grand Prix for Mobile in the Experience Cut: "Unfiltered History Tour" for Vice Media, Instagram AR Filters by Dentsu Webchutney, India

Grand Prix for Product and Packaging Design in the Innovation Cut: "Plasticoff" for Whirlpool by VMLY&R Mexico

Internationally, the US was a top Gerety winner overall with a total of 34 statues, followed by the UK with 27. Collecting Gold, Silver, Bronze, and shortlist nominations, Belgium had 23, Canada 20, France and Germany 14 each, and Brazil together with the UAE 10 each.

Grand jury member Madonna Badger, Founder & Chief Creative Officer of Badger Agency, said in a statement, "Being a part of a Gerety Award jury is such an honor and a privilege. Frances Gerety was a legendary woman in advertising. And like most creative women, she appreciated great work, no matter the gender of who created it. The work, however, is judged through a female lens, which is so unique and very important to our industry."

The Gerety Awards, now in its fourth year, is the only creative prize to reward advertising campaigns that resonate most with a female audience. With judging sessions held around the world each year, Gerety brings together some of the greatest creative leaders to look at work from the female lens, rewarding all types of creative excellence regardless of who is in the credits. 

See all of the 2022 winners at www.geretyawards.com

The real world and the virtual will be coming together in the metaverse to offer an immersive and augmented Havas Village experience. Using rich programming, exclusive content, connected animation, and gamification, the Group will organize conferences, events, concerts, client presentations, product launches, and more.

Havas Group’s role is to support brands in the development of their communication strategies. Building a Havas Village in the metaverse will help brands launch successfully into this new virtual adventure and join forces to build a positive image, a meaningful reputation, and a powerful connection with gamer-consumers.

Last year, the Group launched Metaverse by Havas, a new consulting, creative, and media offer, dedicated to brands that, in the metaverse, see opportunities to reinvent branding, storytelling, experience, audience targeting, and revenue generation.

“The metaverse provides a wealth of new media and new opportunities for the communications sector and for brands. Whether the aim is to create original and meaningful experiences, reach out to new target audiences, or simply reinforce an existing bond, the possibilities are practically endless. Havas Group can count on a cutting-edge team of metaverse experts to lead this new venture and expertly guide brands into and around these virtual worlds,” said Yannick Bolloré, Chairman & CEO of Havas Group, in a statement. “Our new Havas Village will be a ‘meta- flagship’ for the Group, drawing all our engaged communities together in an enriched extension of our bricks-and-mortar Villages.”

The new virtual Village will also include a recruitment service, a first in the field of human resources. Over the medium term, this virtual and immersive dimension will significantly enrich the employee experience, including the onboarding process.

Céline Merle-Beral, Global Chief HR Officer, Havas Group, added, “With Havas now a player in The Sandbox, we are banking on the metaverse because we are convinced of its potential in terms of accessing creative and innovative profiles, with highly sought-after skills ranging from tech to data. In doing so, the Group is enhancing its employer brand, offering an enriched candidate experience, and breaking new ground in our campus management strategy. The metaverse is a fantastic opportunity for us to attract tomorrow’s top talent.”

The new Havas Village is scheduled to open to public access in The Sandbox at the end of April 2022.

From consumer trends (hint: people now want to enjoy life) to an advertising industry growth faster than expected and the latest tech developments, we review the most important developments to track this year and beyond.

Check it all out online here or grab a hard copy at your nearest bookstore.

As part of the 'Read the Label' campaign, Barakat and its agency removed all text, images, and even the logo from front labels of the brand’s juice bottles – despite both front and back labels listing the same information, Barakat products actually being all natural – leaving the most important facts: ingredients and the nutritional table on the back, to encourage people to read labels and become more discerning about nutrition. Barakat labels confirm its products are made from 100% fresh fruits and vegetables that are juiced daily, contain no additives or preservatives, and are completely unprocessed.

The ‘Read the Label’ activity aims at spreading a powerful message supporting a growing consumer mindset that focuses on a healthy lifestyle through better food choices. As some front labels might be misleading, it is only by carefully reading labels on food items that shoppers can understand that many products perceived as ‘fresh’ are in fact re-engineered and contain artificial ingredients.

The message was reinforced and amplified through a live Instagram session with a certified nutritionist who explained food labels, what to look for and what to watch out for, and then answered viewers’ questions about a variety of nutrition topics. Influencers who received the #ReadTheLabel Barakat box which had juices with blank front labels in it immediately understood the message and encouraged their followers to ‘Read the Label,’ raising awareness on the importance of the topic.

“The 'Read the Label' campaign focuses on the importance of reading labels to verify the freshness and nutritional value of food. The execution spans disciplines – from packaging, activation, and design, to social media – while remaining fresh, simple, natural, and appealing, as are all Barakat products,” said Fabio Silveira, General Manager of Havas Creative, in a statement.

“One of the pre-requisites for a healthy lifestyle is to be aware of what’s in your food, so we encourage consumers to ‘Read the Label’ of all products. Barakat juices contain nothing you cannot pronounce – just fresh fruit. Our brand truth is on the label, let the choice be yours,” said Rashid Mohamed Alabbar, Board Member and Marketing Director at Barakat.

“So many of us – myself included – easily fall for attractive words on packagings, thinking we're being 'healthy.' We really wanted to open people's eyes to the importance of reading the back labels of products, because that's where you should look. So, we kept it simple, very simple, by removing everything from the packaging and keeping only what matters: the nutritional information at the back,” added Serena Abi Aad, Creative Director at Havas Creative.

“Welcoming Red Havas Middle East to our network represents a key milestone for the group as we’re increasingly seeing the region become a strategic priority for both current clients and new business,” says James Wright, Global Chairman of the Havas PR Global Collective and Global CEO of Red Havas. “From retail and technology to tourism and hospitality, the breadth of opportunity in the Middle Eastern economies is staggering. We’re delighted to enrich our full-service global PR offering with the expert talent at Red Havas Dubai.”

Red Havas brings together agencies from Havas’ global PR group with the goal to provide clients greater access to best-in-class thinking and opportunity for seamless expansion into key markets.

Dana Tahir, General Manager of Red Havas Middle East, says, “Red Havas has already delivered on its brand promise as a transformational micro-agency network helping to redefine PR and its value to clients. By rebranding under the Red Havas banner and adopting the Merged Media model, we’re better able to bring the future of PR and communications to our clients — and to kick open the doors of the Middle East and North Africa to Red Havas clients everywhere.”

Dany Naaman, CEO of Red Havas Middle East, adds, “Established in 2005, our PR team continues to go from strength to strength and has recently announced a range of new business wins with leading global brands. The Merged Media proposition of Red Havas enables us to further strengthen our PR vertical without losing the advantage of integration. Along with the powerful content, social media, and data capabilities that exist within our Middle East village, we’ll now bring a more streamlined, efficient, and cost-effective solution to making a meaningful difference for our clients.”

The Dubai rebrand comes fast on the heels of the introduction of Red Havas Health, a global micro-network focused on health to meet increasing demand from clients globally.

Red Havas is part of the Havas PR Global Collective, the PR and communications arm of the Havas Group that comprises approximately 40 agencies around the world and more than 1,300 employees.

An excerpt from the interview  is published below. Communicate will publish the full interview in the next edition of our printed magazine.

How do you define brands in today’s world?

A brand is a series of conceptions in a consumer’s mind.The role that brands play today is very different. The role of brands are evolving all the time. We have a study at Havas which is called the “meaningful brands” which is kind of one of our cool foundation pieces,  one of the pillars of the foundations which attempts to assess the role that brand plays in consumers life and how important different brands are to consumers. What you can see is that over time that the importance of the relevance and meaningfulness of brands is eroding. So today in the U.S. for example 75 percent of the brands could disappear and consumers wouldn’t care. If they were to disappear, consumers wouldn’t care because there is so much out in the world, consumers are so bombarded with different messages and different content, vehicles that there is so much clutter in the world, that is very difficult for brands to cut through and to be a successful brand in that dynamic you have to be more meaningful.

What’s the solution for that?

Our solution as a media group is to better understand the role that media comply and really hone in on what is the most meaningful media for a client. If I think about my media consumption, so much of what I consume today is through non advertising available channels. So for example net streaming channels, content providers that we all have, so the average US consumer, 56 percent of her media consumption is in non advertising available modes. So that makes our jobs very difficult. I mean the fundamentals are the same its the tools that we have is to change. So what we really have is to identify which are the most meaningful channels, which is the most meaningful environments for us to be able to reach consumers for our clients and then position our messaging and content around those.

With the current status on data restrictions, how do you think the advertisement industry will transform?

Thats a big concern for us and our clients right now is how we navigate the different privacy regulations that there are. Depending on where you live there are different regulations. Our role is to attain the right route to consumers for our clients. So we are in a position that  we are not gonna own different data sources. We are going to help our clients navigate the right route, the right sources, the right databases and help them with the right vehicles to us to do that.

Such restrictions on data, for example, does it help this industry to transform?

I think it helps. Everything that helps create a better environment for the consumers, it helps the industry. So if you think about the challenges that clients face us today: first of all consumers streaming content in non advertisement context, secondly concerns around privacy and data protection, thirdly concerns around fraud- is  an advertisers reaching a real human being or a machine. These are all challenges that our clients are facing and our role is to help navigate through that to get to the most meaningful environment which is a real human who can engage and make meaningful connection with.

The first major event will be the January 2019 unveiling of the pavilion’s selected design by the COFREX for France. Several projects will follow on from this, including the launch of the “Light, Lights” (Lumière, Lumières) theme featured by the Pavilion throughout this new edition, highlighting construction milestones and finally rolling out the PR and e-PR campaigns on site in Dubai during the Expo’s six-month period.

Havas Paris and Havas Dubai are assembling a team of a dozen press relations and social media and influencers experts in both France and Dubai.

Havas Paris CEO Julien Carette says in a statement: “We are particularly proud of this new project, which will spread the word about France’s strengths at the Expo 2020, one of the most famous global events. combine all our areas of expertise – advisory, PR, influence, media, e-media and content production – to meet the French Pavilion’s deep and diverse communication topics.”